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Creative Helps You Fake Perfection on Social Media

The campaign from AMV BBDO promotes a new ‘start-up’ with a more serious hidden message Helps You Fake Perfection on Social Media

Life isn’t perfect. Your profile should be. 

That’s the mission statement of new start-up Lifefaker, the world’s first online life faking service. 

Instead of going to the trouble of living a perfect life, now you can just get the photos instead. sells ready-made photo packages you can post as your own. These include ‘The Look At My Holiday and Cry Package’, ‘The I Found Love and Babies Package’, and ‘The My Weekend Was Amazing Thanks Package’. 

The launch is accompanied by an advertising campaign featuring testimonials from real Lifefaker users. 

Ruby, 22, said she’s “never seemed happier”. 

However, anyone who tries to use will learn the real purpose of the project. 

They’ll receive a message from Sanctus, a mental health start-up. The site reminds us that we’ve all felt the pressures of social media – with 62% of people feeling inadequate comparing their lives to those online. 

The site users can click through to for a film exploring the unhealthy behaviours on social media that impact our mental health, and what we can do to change them.

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Clients: James Routledge, Scott Piggott, George Bettany

Creative Agency

Creative Agency: AMV BBDO

Copywriter: Oliver Frost

Art Director: Josephine Shedden

Producer: Kieran Sadler

Account Team: Katy Talikowska & Jess Middleton

Lead Designer: Mario Kerkstra

Partnership Director: Matthew Harrington

Digital Developer: Oliver Frost & Carlos Pedrosa

Project Director: Sarah Benson-Lloyd

Business Affairs: Michelle Holmes

Media Agency

Media Agency: Jungle Creations

Media Planner: Melissa Chapman

Production Company

Production Company: AMV Flare

Director: Oliver Frost

Producer: Elizabeth Griffin


Edit Company: Edward Bailey

Post Production / VFX

Post Production Company: Envy Post


Audio Post: Envy Post

Category: Corporate and social , Health

Genre: Digital , PR , Strategy/Insight , Stunts