Annoyingly good idea


My old art director Daryl has showed me up again.

He’s had a rather smart idea for Qantas: they’ve sent their frequent fliers a set of books of different lengths that will last for the exact flight time of their most popular routes. They’re all by excellent Aussie authors and the covers have been designed by Paul Belford.

It’s a business solution rather than an advertising one, and it’s a lovely bit of analogue in an increasingly digital age.

I doff my hat to it.

Check out the explanatory vid thing.