ADDICT AIDE | LIKE MY ADDICTION | 2017
Every Time You Hit Like, You Were Missing an Addiction / ADDICT AIDE "LIKE MY ADDICTION"
A chic Parisian woman gathered followers in just a few weeks. Travel, parties, boats — nobody noticed, but there was alcohol in every single photo.
The problem
This campaign was planned by Actions Addictions fund, a French organization that supports people with addiction. Addiction in someone close to you is surprisingly hard to spot. There was even a survey showing that two out of five teens (people in their 10s) feel pressure to look good on social media.
The insight
Addiction isn't hidden — it's right there in plain sight, just overlooked. Likes and comments only celebrate a lifestyle; nobody actually looks closely at what's in the photos.
The idea
BETC created a fictional character named Louise Delage, and used bots and influencers to grow her following. Within a few months her followers grew, and her likes passed 50,000. Travel, parties, dinners — there was a glass in every single photo, but nobody pointed it out.
What happened
A little over a month after the account launched, a video was released revealing who Louise really was. It turned out the whole thing was a campaign about alcohol addiction. At Cannes Lions 2017, it won 17 Lions across 5 categories.
Afterthought
Every time we hit like, maybe we're missing something. 110,000 people were watching, and not one of them noticed. The determination to turn a marketing tool into a tool for making people notice is amazing. You might look at Instagram a little differently starting tomorrow.
Awards
- Cannes Lions Gold 2017
