Since Louise Delage joined Instagram on August 1, she's posted 150 images of her jet-setting seemingly perfect life—and accrued nearly 70,000 followers. Jealous of her insta-fame? Don't be. Delage isn't real—and even her fictional life isn't as enviable once you notice that she's holding an alcoholic drink in every single scenario.
Created by Paris-based agency BETC as part of a campaign called "Like My Addiction," Delage is a faux persona who's also a textbook alcoholic.
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"We were briefed on the difficulty of detecting the addiction of someone close to you—a friend, a child, a parent," Creative Director Stephane Xiberras told AdWeek. "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."