Visitors Question an Alcoholic's Addiction in Interactive Stunt

It can be hard to spot the early signs of alcoholism, which is why BETC has come up with another confronting campaign for Addict Aide.

Last year, the agency introduced Louise Delage to the world via Instagram, teasing signs of her alcohol addiction through her pictorial posts.

This time however, an interactive investigative stunt was set up in an apartment in Paris, as part of a reconstruction of a real woman's home in 2009. The aim of the campaign was for visitors to guess what happened there.

Over 7000 people visited the flat seeking out clues.

Polaroid pics were strewn around the apartment, a blood-stained toothbrush stood in the holder and broken glass remained in the mirror... evidence that something dramatic had gone on.

Visitors guessed what happened, but none of their guesses were correct. The person living there hadn't been a spy, hand't been murdered and wasn't having an affair... it was the work of an alcoholic.

This stunt wasn't a hyperbolic study of a fictitious life, but a real depiction of Laurence Cottet, a wealthy woman working at a large French company, who succeeded at disguising her alcoholism.

At the end of the experience, Cottet appears on a screen to share her secret with those looking into her case and reveal the reality of living life as a struggling alcoholic.

It's a shocking but very effective way of getting you to watch what you drink and be mindful that alcoholism is a lot more present than we expect.