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Beldent Experiment Debunks Chewing Gum Myth

Creative 1.4k Add to collection

Del Campo Saatchi & Saatchi campaign sees twins participate in 'Almost Identical' art exhibition

Beldent Experiment Debunks Chewing Gum Myth

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.




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.

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Saatchi & Saatchi London, Wed, 20 Nov 2013 11:58:53 GMT