World Record Egg

Turning an egg into a symbol of mental health

Founder & Creative Director

Challenge

As a self initiated project we set ourselves the ambitious task of setting a new world record for the most liked photo on Instagram, dethroning Kylie Jenner.

Response

We utilised social media’s capabilities to connect people from all over the world by setting a challenge, to make an Egg the most liked picture on Instagram. After surpassing our target in just ten days, reaching over 53 million likes, we went on to develop a campaign which used the positivity garnered to address the negative effects of social media on mental health. The final advert aired exclusively on Hulu during Super Bowl Sunday, promoting Mental Health America.

The Egg Gang community instantly fell in love with our character Eugene so we continued to tell positive, relatable & engaging stories across multiple platforms. Along the way we've amassed nearly 1bn views across all platforms & have collaborated with the likes of DJ Khalid, Happy Egg Co & CALM.

In 2021 the BFI awarded us funding to develop an animated sitcom about a bunch of tween misfits struggling to find their place in the world. Alongside our partners, we are now in the process of finding the show a home on the big screens.

World Record Egg