Like My Addiction ("Louise Delage")

Why it works

For about two months in 2016, Louise Delage looked like any rising Parisian Instagrammer: 25, stylish and always out, at after-work drinks, on boats, at parties and on holiday, collecting followers and tens of thousands of likes. She did not exist. BETC Paris created her, pro bono, for Addict'Aide, a French public portal on addiction, and every one of her 150 or so posts featured a drink, sometimes obvious, often not. On 22 September the account posted a reveal film that raced through the whole feed so the pattern finally became visible: Louise was an alcoholic, and her followers had cheered her on without seeing it. It is studied as the campaign that turned influencer culture against itself, using the platform's own likes and admiring comments to show how easily a friend's addiction is missed. The Guardian put her following at 65,000 once the story broke. At Cannes in 2017 it collected 19 Lions, and it won a Gold Pencil for influencer marketing at the One Show.