In 2004, the airline Flybaboo, which had just launched in Geneva, charged the LargeNetwork team with the creation of its magazine. The agency invented a utilitarian publication that included a cultural agenda (for Geneva and the company's other destinations) and a thematic monthly guide. The agency's goal was to produce much more than a regular in-flight magazine, concentrating instead on the true interests of the reader. BabooTime was also sold on newsstands and by subscription, quickly reaching success.
An innovative urban style, coupled with 1960s-inspired photography, characterized the compact magazine, which had a distribution rate of 15,000 copies. Luxury and watchmaking advertisers appreciated the magazine as much as the readers, which considerably limited production costs, to the delight of the airline.
BabooTime ceased publication in 2010 following the company's acquisition.