Hemingway classics get the Instagram treatment to attract young readers

The heft of Ernest Hemingway classics 'For Whom the Bell Tolls', 'The Old Man and the Sea' and 'A Farewell to Arms' has been cut down to three 15-second nuggets in an attempt to attract the short attention spans of social media-obsessed youths, in an Instagram campaign for The Ernest Hemingway Foundation.

The three animated shorts have been designed to get young people reading Hemingway’s novels, and are appearing on The Ernest Hemingway Foundation of Oak Park, Illinois’s Instagram page.

The shorts deliver each of the three books’ plots in a tongue-in-cheek style. For instance, ‘The Old Man and the Sea’ shows the titular Santiago in his boat, fishing rod in hand. "No fish, no fish," he says. He gets a bite from a marlin. "Big fish. Big fish!" he says. But a shark consumes his catch. "No fish," he says. The film closes with a shot of the word "Fin" daubed on the dorsal fin of the shark.

'The Old Man and the Sea'

'For Whom the Bell Tolls'

A video posted by Ernest Hemingway Foundation (@ehfop) on

'A Farewell to Arms'

Client: The Ernest Hemingway Foundation

Agency: Ogilvy & Mather Chicago

Creatives: Joe Sciarrotta, Chris Turner, Bowen Mendelson, Isaac Pagan



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