In a new campaign to raise awareness of alcohol addiction among young people, French organisation Addict Aide set up a fictional Instagram account for a 25 year-old woman named Louise Delage. Young, glamorous and party-loving Delage quickly racked up 12K followers and 50K likes on the platform before a reveal film (above) showed that there was more to her account than meets the eye. With most of her photographs containing images of alcohol, the campaign aimed to highlight the fact that we may already know someone whose addiction is hidden in plain sight. Agency: BETC Paris