Creativity

This Popular French Instagram Star Has Been Revealed as a (Fake) Warning on Alcoholism

Account With 50,000 Likes Was a Hoax by Addict Aide

By Alexandra Jardine. Published on Sep 23, 2016

Editor's Pick

A stylish, party-loving Parisian girl who opened an Instagram account this summer has been revealed to be a hoax, created as part of a campaign to highlight awareness of alcoholism among young people.

The "Louise Delage" account, which opened in August, garnered 12,000 followers and over 50,000 likes, with posts showing a 25-year-old girl in glamorous poses and locations, partying and living the high life, but almost always with an alcoholic drink somewhere in the photo. Comments on her posts were generally full of admiration for her lifestyle.

Last Friday her account was finally revealed yesterday to be a fictional one, with the reveal widely covered by French media. The hoax was dreamed up by alcoholism organization Addict Aide, together with creative agency BETC Paris and production company Francine Francoise, to raise awareness among young people of how easy it is to ignore the addiction of someone close.

"We all know a Louise Delage: the Addict Aide platform offers tools to help to all of those who ask themselves questions on their consumption or that of someone close to them," said Michel Reynaud, co-founder of the Addict Aide platform, in a statement.

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About

Credits

Date
Sep 23, 2016
Agency:
BETC Paris
Client:
Addict Aide
Client Management:
Michel Reynaud
Client Management:
Amine Benyamina
Agency Management:
Catherine Emprin
Agency Management:
Isabelle Picot
Executive Creative Director:
Stéphane Xiberras
Art Director:
Rayhaan Khodabux
Copywriter:
Rémi Campet
Traffic:
Marie-Caroline Pupin
TV Producer:
Chrstine Lefers
Executive TV Producer:
Stéphanie Huguenin
Production House:
Francine Framboise
Sound Production:
Gum
Director:
Pierre Edouard Joubert
Activation Director:
Julien Lévêque

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