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CANNES, France—Last summer, for an organization called Addict Aide, Paris agency BETC invented a character named Louise Delage.
The fictional woman appeared on Instagram and cleaned up on followers in a handful of weeks. (She still has over 110,000 as of this writing.) Her life was glamorous and beautiful, and people ate it up.
But a little over a month after her Instagram debut, a video appeared on her account that revealed the truth. Louise’s entire Insta universe was actually a campaign about alcohol addiction.
If her success marked and polarized us, it’s for many reasons.
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