Two months ago, Louise Delage made her Instagram debut.
Within those months on the platform, she gained more than 50,000 followers, all eager to tag along on her aesthetically perfect adventures. But none of these followers truly knew the real Louise.
First off, she wasn’t real. The 25-year-old social media butterfly is in fact the center of an ad campaign called “Like My Addiction” run by the Paris agency BETC. The campaign was created for Addict Aide, to show just how difficult it is to spot alcoholism among millennials, and even friends, and family.
The final post on the @louise.delage account is a video from the campaign, showing that in almost all of her photos, she’s drinking or holding a drink. Watch the video below.