The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Branded Social Post / Campaign
Annual ID
OS_SM18033M
About the Work
The idea is simple: take classic works of literature and turn them into clickbait articles. We used the same well-known language typical of clickbait posts to create clickbait headlines based on the plots of famous classical books. The idea was to trick and troll people into clicking and reading a book rather than a useless article. We called the idea Litbaits, a combination of the word literature and clickbait. Once users clicked, they were taken to a Medium page where they could read an entire book.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Dieste, Inc. / Dallas
Production Company
Deaf Mule / Dallas
Infinate Fiction / Dallas
Art Director
Jesse Echevarría
Chief Creative Officer
Ciro Sarmiento
Creative Director
Marina Cuesta
Raul Raúl Méndez
Gustavo Zapata
Writer
Marta Matias
Related Awards
