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The Best Work You May Never See: BETC Paris Reveals The Face of Addiction


Robert Goldrich
Monday, Sep. 26, 2016


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Chic Parisian Louise Delage became an Instagram star over the summer with more than 12,000 followers and 50,000 likes in just a couple of months with her photos of travel, parties, boating excursions and dinners. The comments on her pictures were full of praise and how the outgoing 25 year old seemed to enjoy life to the fullest.

But the truth about the girl was recently revealed with a web film. The revelation is that Louise is an alcoholic. It’s only looking at her photos in hindsight that we realize that they have something in common--the presence of alcohol.

Agency BETC and production company Francine Framboise created the Instagram account for the organization Addict Aide. The goal was to raise awareness among young people of how easy it is to miss the addiction of someone close.

“It’s not too late for Louise to ask for help. We all know a Louise Delage: the Addict Aide platform offers tools to help to all of those who ask themselves questions on their consumption or that of someone close to them,” said Michel Reynaud, president of Actions for Addicts Foundation and co-founder of the Addict Aide platform.

The web film was directed by Pierre Edouard Jourbert.


Client Addict Aide Agency BETC Paris Stephane Xiberras, executive creative director; Rayhaan Khodabux, art director; Remi Campet, copywriter; Christine Lefers, TV producer; Stephanie Huguenin, executive TV  producer. Production Francine Framboise, Paris Pierre Edouard Jourbert, director. Audio GUM

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