The account has been indicating that something is coming by updating the page with new images of the egg slowly cracking, presumably with idea of revealing something inside the egg when all is said and done. "We'd like to thank #TalkingEgg for shining a limelight on #mentalhealth tonight", tweeted Mental Health America.
The most recent update suggests that EGG GANG will reveal all post-Super Bowl, on February 3. It's Chris Godfrey, who works at the advertising agency The&Partnership in London. The BuzzFeed teamed followed a trail of early posts discussing the egg, leading back to Godfrey - and Mashable confirmed that Godfrey had indeed laid Instagram's golden egg. "The pressure of social media is getting to me", the egg says in the ad. Hulu didn't disclose additional information on the World Record Egg deal, however, it could increase publicity for the Insta-famous egg and the streaming service.
"Recently I've started to crack", reads the PSA's caption. He then worked with two friends in the business, C.J. Brown and Alissa Khan-Whelan, to maintain the account, the trio told the New York Times. "If you're struggling too. talk to someone".
Over time, random posts here and there have shown the egg in the exact same position only with a few cracks and now it has finally hatched.
As groundswell support grew on Instagram, Godfrey and the #EggGang behind the viral sensation wanted to use the attention to spread positive messages, starting with mental health. The egg gave interviews under various egg-related pseudonyms but we didn't know the name of the human who thought the whole thing up.