Isabelle Picot
Agency Management at BETC Paris
Paris, France
TitleLike my addiction 2
BriefWho is Louise Delage? The stylish 25-year old became an Instagram star with over 12K followers and 50K likes in just a couple of months, thanks to her glamorous lifestyle. But then came the big reveal: Louise Delage is an alcoholic. Agency BETC and production company Francine Framboise created the Instagram account for the organization Addict Aide. Look closely, and you'll see a drink in almost every image. The aim was to raise awareness among young people of how easy it is to miss the addiction of someone close. Would you be able to spot the early signs of addiction on social media? Louise Delage suggests not. The fictional instagram personality made headlines when thousands of followers found out the truth behind AdictAge’s social media bluff. At first glance, Louise lives the good life: a beautiful woman, traveling, partying, cruising around on yachts. But as the scenery changed with each post, none of her followers caught on to the one constant: alcohol. The fictional Instagram personality Louise Delage made headlines when thousands of followers found out the truth behind AdictAge’s social media bluff. At first glance, Louise lives the good life, but as the scenery changed with each post, none of her followers caught on to the one constant: alcohol
Agency
Campaign Like my addiction
Advertiser Addict'Aide
Brand Addict'Aide
Date of First Broadcast/Publication
Business Sector Charities, Foundations, Volunteers
Story Who is Louise Delage? The reveal of the truth behind the chic Parisian broke the internet in France yesterday. The life-loving, stylish 25-year old became an instagram star over the summer with over 12K followers and 50K likes in just a couple of months with her photos of travels, parties, boats and dinners. The comments on her photos were full of praise of how the outgoing girl seemed to enjoy her life to the full. It’s only looking at her photos in hindsight, that we realize that they all have something in common – the presence of alcohol, more or less evident. Louise Delage is a young alcoholic. Agency BETC and production company Francine Framboise created the instagram account for the organization Addict Aide. Theaim was to raise awareness among young people of how easy it is to miss the addiction of someone close.
Media Type Case Study
Length
Account Manager
Account Manager
Executive Creative Director
Art Director
Copywriter
Traffic Director
TV Production
Production Company
Director
Production Company Producer
Sound Production
Agency Producer
Activation Strategy

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