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.

View this post on Instagram

A post shared by EGG GANG ?? (@world_record_egg) on


(This article first appeared on

Campaign India

Related Articles

Just Published

9 hours ago

Asian Paints shows new safety standards with nosy ...

Watch the film conceptualised by Ogilvy here

12 hours ago

Door-to-door delivery of newspapers can resume in ...

In his address to the state about 'Mission Begin Again', Uddhav Thackeray gave the green light to delivery of newspapers in residential areas

13 hours ago

Campaign Connect starts tomorrow

Don't miss your chance to hear from top CMOs from Unilever, Mastercard, Burger King, Axa, DBS and agency leaders like Arthur Sadoun, Sir Martin Sorrell, Gary Vaynerchuk and more. Full agenda inside.