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Creative Award
London, United Kingdom
Addict'Aide - "Like my addiction 2" by D&AD Awards 2017

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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

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