Like My Addiction | Social media can often portray addiction in a positive light

In a small yet profound campaign by Addict Aide in France, an organization that helps addicts, they try to exhibit the message that it is possible to miss out on the addiction problem of your close ones. As shown in this ad campaign, a girl with a perfect life keeps updating her photos on Instagram and soon enough the photos are liked and followed by more than 50,000 people. However, one thing that everyone missed in the photos is her addiction to alcohol. She is holding a bottle of beer, a glass of wine or some alcoholic drink in most of her photos. Hence, the ad tries to demonstrate how it can be likelihood to miss seeing the addiction problem even if it is so close to you. Eric Prydz’s music makes the ad very interesting to the viewers. It goes very well with the chain of Instagram photos and its titles.

The use of social media platform is very creative. Normally, social media platforms tend to demonstrate a life that is near to perfect. However, many times, it is quite distant from the reality creating an image of false happiness. This ad is a clear example of the fact that we might miss the very basic and the most important point in our pursuit of following something that appears to be appealing and alluring in the first instance.

In less than a minute and without using many words, this ad campaign puts forward a very strong message that we can easily miss out.

Credits:

Film
Client: Addict Aide
Client Management: Michel Reynaud, Amine Benyamina
Agency: BETC
Agency Management: Catherine Emprin, Isabelle Picot
Executuve Creative Director: Stéphane Xiberras
Art Director: Rayhaan Khodabux
Copywriter: Rémi Campet
Traffic: Marie-Caroline Pupin
TV Producer: Christine Lefers
Executive TV Producer: Stéphanie Huguenin
Production House: Francine Framboise
Sound Production: Gum
Director: Pierre Edouard Joubert
Activation Strategy Director: Julien Lévêque

Web
Client: Addict Aide
Client Management: Michel Reynaud, Amine Benyamina
Agency: BETC
Agency Management: Catherine Emprin, Isabelle Picot
Creative Director: Stéphane Xiberras
Art Director: Rayhaan Khodabux
Copywriter: Rémi Campet
Strategic Planning: Julien Lévêque
Production: Stéphanie Huguenin (Francine Framboise)
Media Plan: Instagram


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