“I don't have time to read anymore.” Who’s never heard that one – or used it as an excuse to abandon books? In fact it’s a get-out, as the real problem is that we’re spending too much time on social media. In the United Arab Emirates, for example, that adds up to more than eight hours a day for 98% of the population. That’s a lot of scrolling! But it’s also hard to measure and depict. With this in mind, the Kinokuniya bookstore and Saatchi & Saatchi Dubai created an installation that uses columns of books to compare time spent on social networks with lost reading time. The campaign extended online to catch people on social media and offer them discounts on books. The project caught the eye of jury members in Cannes, at Cresta, at Dubai Lynx, at the Loeries.