Published On: Sun, Oct 9th, 2016

The reality behind this French Instagram profile will shock you

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The message behind the campaign about alcoholism is carefully embedded in the pictures.

Paris: Covert advertising is a very effective way of marketing products while ensuring that the campaign has the viewer’s undivided attention. Such a way of advertising also requires a high level of creativity and an unconventional approach.

When you first go through the Instagram of Louise Delage, she comes across as any other 25-year-old woman from Paris who likes to click photographs at different locations or while having dinner, and post them on the social media with a barrage of hashtags.

 

Pétanque

A photo posted by Louise Delage (@louise.delage) on

But in reality, Louise is a fictional person who was created for possibly the most remarkable campaign involving covert advertising in recent times. An initiative an organisation called Addicte Aide, to raise awareness about alcoholism among young people.

Beach session 1 #latergram A photo posted by Louise Delage (@louise.delage) on

The profile created with a model managed to gather 60,000 followers in less than a month and pictures had 50 likes a day, but on looking closely, it is clear that the woman is seen enjoying a different drink in each of her pictures.

 

Fishing Time

A photo posted by Louise Delage (@louise.delage) on

 

Thinking A photo posted by Louise Delage (@louise.delage) on

 

Souvenirs de Berlin 🇩🇪 A photo posted by Louise Delage (@louise.delage) on

 

👀 Look 👀 A photo posted by Louise Delage (@louise.delage) on

 

Coucou 😊

A photo posted by Louise Delage (@louise.delage) on

Ravitaillement 😍 A photo posted by Louise Delage (@louise.delage) on

 

◼️ Black ◼️

A photo posted by Louise Delage (@louise.delage) on

Beach session 3 ☀️ A photo posted by Louise Delage (@louise.delage) on

Be it a glass of wine, a cocktail or a bottle of beer, the imaginary Delage is never seen without a drink, bringing the spotlight on rising alcohol abuse among young people. This pattern was revealed to followers in a video that played her photographs in a sequence focusing on her drinks.

 

Like my addiction

A video posted by Louise Delage (@louise.delage) on

Surely no one saw that coming until it finally hit them, and that makes this campaign a work of pure genius.

Courtesy: DC

About the Author

Syed Ammar Alavi

- is Lahore (Pakistan) based journalist & writer with 25-year experience in print, wire and broadcast forms of journalism. His major fields of interest are politics, film,tv,sports, climate change and technology

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