Our attention spans are waning. On average, Aussies only read 50% of news articles - it seems we’ve lost the art of knowing how to focus.
To put this theory to the test, we turned our channels into the ultimate concentration test with a seriously looooooooooooong copy ad that rewarded those who could be bothered to read the whole thing.

• 44th Award Awards | Finalist | The concentration test in disguise, Press Advertising.