18 Oct
Liking an Addiction to Prove a Point Liking an Addiction to Prove a Point

Liking an Addiction to Prove a Point

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Glance at the Instagram profile of one Louise Delage and nothing looks terribly remarkable. In various photos, the young red-haired woman looks into the camera with a somewhat neutral gaze as she raises or nurses her beverage of choice, in a pool of water or against a scenic backdrop, as the occasion seems to warrant.

But while Delage might seem like an ordinary, photo-sharing, drink-wielding, social-media-using, 25-year-old Parisian, the public's response to her Instagram profile has gone well beyond the handful of likes that most average users receive for their postings. In fact, since Delage's profile appeared on August 1, she's garnered more than 50,000 likes.

Turns out that Delage is part of an advertising campaign from Paris agency BETC. And those drinks she sports in her photos are there for more than chic atmosphere. As Adweek reported, "Louise is a textbook alcoholic" -- a revelation that only recently came to light via a YouTube video and Instagram posting.

Francine Framboise, a production company, worked with BETC to create the campaign for Addict Aide, which wanted to address alcohol use among younger people. According to the organization, which gives assistance to problem drinkers and those close to them, 20% of deaths among young people every year can be traced to addiction.

As BETC president and creative director Stéphane Xiberras Paris told AdFreak, "We were briefed on the difficulty of detecting the addiction of someone close to you—a friend, a child or a parent. We thought an interesting way of showing it would be to create a person people would meet every day but whom we'd never suspect of being an addict, by setting up a fake Instagram account."

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Read 3380 times Last modified on Saturday, 08 October 2016 11:12
Jim Lillie

Jim began writing for newspapers and designing for publishing companies at a time when both industries were just beginning to make the switch from manual to digital platforms. Jim lives in Boulder, Colorado with his teenage son.

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