People say they don’t have time to read, but they already do. Studies show we consume the equivalent of a 200-page book every day through emails, chats, headlines, and social media. We’re constantly reading, just not meaningfully. To bridge that gap, Waterstones launched Read Better, a campaign that turned everyday screen time into book time. By analyzing the words people read online, Waterstones recommended novels that matched their digital habits, ready to order with one click.

A supporting plugin tracked this behavior, while a series of films transformed real browsing data into scenes from literary classics, proving that the stories we skim online could lead us back to the ones that truly matter.