Sanctus "Lifefaker" by AMV BBDO

Life isn't perfect but your social media profile can be., a satirical online life-faking service, sells ready-made photo packages such as "The Look at My Holiday and Cry Package" and "The I Found Love and Babies Package," along with testimonials from users. The real purpose of the campaign from Sanctus, a mental health start-up, is to remind people of the unhealthy pressures of social media and its impact on mental health. The work was written by Oliver Frost and art directed by Josephine Shedden at Abbott Mead Vickers BBDO, and directed by Oliver Frost through AMV Flare.