The record holder for the most liked image on Instagram is now using the popularity for good.
world_record_egg was launched at the start of the year as a harmless attempt to claim Instagram's record, besting the 18 million likes that Kylie Jenner had racked up with a photo of her daughter, Stormi.
The campaign was successful, rapidly suprassing the target. The photo, of a simple egg, now has 52 million likes.
Now, the team behind the egg have stepped into the spotlight as they use the fame for good.
They have launched talkingegg.info, a site that collates links to various mental health services around the world.
In an ad to mark their new venture, the egg, known as Eugene, is shown cracking into pieces under the pressure of its fame, but is reformed after talking about it.
Speaking about the campaigne, 29-year-old London-based advertising executive Chris Godfrey told the New York Times that he came up with the record-breaking idea as a way to challenge the title being held by a celebrity.
As for why he picked an egg, Godfrey told the newspaper: “An egg has no gender, race or religion. An egg is an egg, it’s universal."
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