An anonymous user posted the first post to his world_record_egg account on January 4. It was a close-up photo of the egg with a call to set a new record for likes in Instagram. Before the egg, a picture of the daughter of the model Kylie Jenner received the largest number of positive marks. The post, which gained more than 18 million likes, Insta diva published in February last year.

It took only nine days to break the previous record. To date, the post has gained more than 52 million likes. Later, the author of the account began to upload new photos of the eggs: there are chips. The cracks started to grow, and users wondered what that could mean. The Creator of the project remained incognito, but the name of the egg was revealed: his name is Eugene.

The next post the Creator of the account published on February 2 – in addition to cracks lacing appeared. And advertising. Under the photo the author promised to reveal everything on the site Hulu.

The next day Hulu service released a video. Eugene admitted that he was covered with cracks due to the pressure of social networks. The video calls for the help of all those who face this problem. The ad also provides a link to “Mental Health America”. It is a non-profit organization that works with people with mental illness.
On the day of the ad’s release, several publications supposed who might have kept a popular account. BuzzFeed studied the posts about Eugene on Twitter and Instagram and traced the author of the account: Chris Godfrey, a PR man from London. The same conclusion was reached by the publication Mashable. However, the author of the resonant project decided to talk to another publication – The New York Times.
Chris Godfrey explained why he had chosen the egg. According to him, it is universal – has neither sex, nor race, nor religion. The purpose of the project is non-commercial, the author is interested only in the promotion of “constructive ideas”. Mental health promotion is one of them. Today more than 10 million users follow the world_record_egg account. And all six of his publications together scored about 100 million likes.