Problem: kids these days have the attention span of fruit flies. So how do you encourage them to read a 1000 page novel by one of the greatest American authors of all time? Reduce the story down to a bite sized snack, add some fun stop motion animation, and put it their social feeds. And if they happen to turn the sound on, give ‘em plenty of voiceover treats from agency creatives. This became a highly engaging campaign for the Ernest Hemingway Foundation, and generated media stories which went on for much longer than 15 seconds.