The campaign was created for Addict Aide, an organisation that seeks to raise awareness of alcoholism among young people. Stéphane Xiberras, creative director and president of BETC Paris, told AdFreak that the agency had been struck by “the difficulty of detecting the addiction of someone close to you”. The fake Instagram account aimed to show “a person people would meet every day but whom we’d never suspect of being an addict”.

Read the full story here

Leave a comment

%d bloggers like this: