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.

A post shared by EGG GANG ?? (@world_record_egg) on Feb 4, 2019 at 4:06am PST

(This article first appeared on CampaignLive.co.uk)