Creative Preview: Preview 2015's NYF World's Best Advertising

Published on Feb 09, 2015

From the Sponsor

New York Festivals Creative Preview offers a sneak peak at select entries submitted to the 2015 New York Festivals International Advertising Awards competition. Here's an opportunity to preview entries in this year's show. The 2015 World's Best Advertising award winners will be announced at NYF's New York Show taking place on May 21 at Jazz at Lincoln Center's Frederick P. Rose Hall, Broadway at 60th Street.

In this week's Creative Preview, New York Festivals showcases "Almost Identical," submitted by Del Campo Saatchi & Saatchi Buenos Aires for client Beldent chewing gum. The social experiment/branded art installation featured five pairs of identical twins of varying ages who were dressed identically and seated together in pairs for onlookers to observe. Visitors to the exhibit were invited to offer impressions of the twins based on a series of questions. The campaign explored the age-old social stigma, "Does chewing gum give a bad impression?"

NYF asked Del Campo Saatchi & Saatchi Executive Creative Directors Ariel Serkin and Juan Pablo Lufrano about the inspiration behind their campaign. "The big idea was to reverse the negative associations of chewing gum. In order to reverse this stigma, we needed to show in real time how people were perceived with and without gum. So we designed an experiment using identical twins with one difference between them--one was chewing gum and the other was not," said Messrs. Serkin and Lufrano. "The interactive experiment was performed at the Buenos Aires Museum of Contemporary Art as part of an exhibit. Of the 481 people who participated in the exhibit, 73% of them decided that the gum-chewing twin projected a positive image, demonstrating that rather than having a negative effect on one's image, chewing gum actually did the opposite."

To view "Almost Identical" and read the entire interview and previous interviews, visit the New York Festivals website.

About the Sponsor

New York Festivals World's Best Advertising competition is recognized worldwide as a touchstone for global creative excellence in advertising and marketing communications. Starting in 1957, NYF now receives entries from 75 countries in all media in the following competitions: Avant-Garde, Branded Entertainment, Creative Effectiveness, Design, Digital, Direct & Collateral, Film, Film Craft, Integrated, Outdoor, Package Design, Print, Public Relations & Media Relations, Public Service Announcements, Radio and Student.

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