Arvind Hickman
Feb 06, 2019

Eugene the egg revealed as cracking campaign for mental health

The mystery behind one of the biggest 'stars' to emerge on Instagram has finally been broken.

Eugene the egg revealed as cracking campaign for mental health

The world record egg, aka Eugene, almost broke the internet when in only nine days it became Instagram’s most-liked photo by eclipsing the 18.7 million "likes" registered for a picture of Kylie Jenner’s newborn.

The image has since amassed more than 52 million "likes" and been joined by five other egg follow-ups that have slowly cracked over the past month. Eugene also made a special appearance during Super Bowl in a Hulu spot.

However, it turns out Eugene has struggled to cope with the pressures of Insta-stardom. The world’s most famous egg cracked in a video, urging others with social media anxiety to seek help. The concept was devised by The & Partnership creative Chris Godfrey.

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(This article first appeared on

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