Instagram egg
Photographer: Serghei Platanov
Date: January 4, 2019
Location: Posted on Instagram (online; physical location unknown)
On January 4, 2019, the Instagram account @world_record_egg posted a stock photograph of a plain brown egg, captioned simply with a goal to beat the then-most-liked Instagram post — a baby photo by Kylie Jenner with 18 million likes. The account was created by British advertising creative Chris Godfrey, who later revealed his identity. Within ten days, the egg had surpassed Jenner's record and went on to accumulate over 56 million likes, making it by far the most-liked post in Instagram history. The egg's viral success spawned a marketing campaign; when it cracked, it revealed a mental health message in partnership with Hulu and the Mental Health America organization, encouraging people to talk about stress. The stock photograph was taken by Serghei Platanov.
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