Team behind Eugene the world-record egg sell rights for 'seven-figure sum'

The team behind the @world_record_egg handle that created Instagram’s most-liked photo in 2019 has sold the rights to the handle for an undisclosed seven-figure sum.

Chris Godfrey, CJ Brown and Alissa Khan-Whelan set up the campaign around Eugene the egg to raise awareness of mental health, going on to set up a social media and influencer agency Happy Yolk.

Mustafa El Fishawy, an investor in Dubai involved with NFTs, has acquired Talking Egg Ltd, which includes the @world_record_egg Instagram account, associated creative assets and the underlying intellectual property.

Happy Yolk has been led independently by Khan-Whelan since 2021 after Brown and Godfrey moved on to other ventures. 

The post became Instagram’s most-liked photo when it eclipsed the likes registered for a picture of influencer Kylie Jenner’s baby, hitting 18.4 million just 10 days after the account was set up.

The team used the post to help raise awareness of mental health, with executions including pictures of the egg cracking and a Super Bowl animated ad, in partnership with Hulu, with the message “Recently I've started to crack, the pressure of social media is getting to me. If you're struggling too, talk to someone." 

The team then developed global partnerships with brands such as Cadbury's, Sony Music and the Happy Egg Co.

Brown has since launched AI-powered voice journalling app Lid, which is designed to improve users' mental health. He is also a freelance design director, working with the likes of Uncommon Creative Studio, Accenture Song and YouTube Creative Studio.

Godfrey is now a creative consultant. 

Brown, Khan-Whelan and Godfrey said: "The egg campaign has left an indelible mark on internet history, bringing joy to tens of millions globally while affording us a platform to champion mental health awareness and destigmatisation. It has truly become a symbol of our collective mission. 

“As the opportunity for new beginnings presented itself, we unanimously agreed it was time to turn the page and embrace a fresh chapter. We're eagerly anticipating the next phase for the humble little egg as we all focus on our next ventures."