Does Chewing Gum Make You Seem More Fun?

Del Campo Saatchi & Saatchi and Beldent Set Up an Experiment to Find Out

Published on Nov 19, 2013

Editor's Pick

Beldent Gum (the Argentine version of Trident) wanted to show that chewing gum doesn't send a bad impression -- contrary to what your parents and career advice columns have told you. In fact, it can actually make you look like someone who has a lot of friends, great sex and is an all-round good time. So the brand conducted an experiment via an art installation using identical twins at the Museum of Contemporary Art, Buenos Aires. Visitors were shown several pairs of twins, one chewing gum and the other not, and asked a series of questions. They included: which one had more party invites? A better sex life? Was more likely to give you a raise, or a parking ticket? Of the 481 people who participated in the experiment, 73% favored those twins who chewed gum.

The campaign was dreamed up by Argentine agency Del Campo Saatchi & Saatchi, whose innovative projects for regional clients such as Andes Beer, BGH and Norte have already multiple awards.

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Nov 19, 2013
Del Campo Saatchi & Saatchi
Maxi Itzkoff
Mariano Serkin
Creative Director:
Juan Pablo Lufrano
Creative Director:
Ariel Serkin
Creative Director:
Ammiel Fazzari
Creative Director:
Matias Eusebi
Agency Producer:
Adrian Aspani
Agency Producer:
Consuelo Gimenez Uriburu
Account Team:
Ana Bogni
Account Team:
Oriana San Martin
Creative Planner:
Regina Campanini
Production Company:
Agosto Buenos Aires
Diego & Vladi
2nd Unit:
Pato Martinez
Installation Artist:
Guillermo Marconi
Executive Producer:
Luli Kramer
Executive Producer:
Chris D'Amico
Post Production:
La Posta
Sound Design:
Tres Sonido
Circle of Sound
Sebastian Genesio
Diego Serantes
Maximiliano Diaz
Victoria Feu
Angeles Curia

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