Saatchi & Saatchi London
Wed, 20 Nov 2013 11:58:53 GMT
An age-old social stigma says that chewing gum gives a bad impression. But is that true? Beldent Infinit debunks this myth and offers proof using a real-life experiment, in a new and unique campaign conceived by Del Campo Saatchi & Saatchi.
On October 1st at the Museum of Contemporary Art in Buenos Aires, Beldent recruited five sets of twins for an installation called “Almost Identical”, where the twins themselves were the art on display. The twins in each set were dressed and styled exactly the same except for one difference: one twin was chewing a piece of gum during the entire event.
Throughout the day, museum-goers participated in an interactive exhibit, answering questions concerning the image of the two twins in each set.
Of the 481 people who participated in the experiment, 73% favored those twins who chewed gum, proving that chewing gum doesn’t give a bad impression. In fact, it does the opposite.
Title: “ALMOST IDENTICAL”
Agency: Del Campo Saatchi & Saatchi
Executive Creative Directors: Maxi Itzkoff / Mariano Serkin
Creative Directors : Juan Pablo Lufrano / Ariel Serkin / Ammiel Fazzari / Matias Eusebi
Agency Producers: Adrian Aspani / Consuelo Gimenez Uriburu
Account team: Ana Bogni / Oriana San Martin
Planner: Regina Campanini
Production Company: Agosto Buenos Aires
Directors: Diego & Vladi
2nd Unit: Pato Martinez
Installation artist: Guillermo Marconi
Executive Producer: Luli Krämer / Chula D´Amico
Postproduction Company: La Posta
Sound Designer: Tres Sonido
Music: Circle of sound
Advertiser’s Supervisors: Sebastian Genesio, Diego Serantes, Maximiliano Diaz, Victoria Feu, Angeles Curia.view more - CreativeSaatchi & Saatchi London, Wed, 20 Nov 2013 11:58:53 GMT