Does Chewing Gum Make You Seem More Fun?
Del Campo Saatchi & Saatchi and Beldent Set Up an Experiment to Find Out
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.
Credits
- Date
- Nov 19, 2013
- Agency :
- Del Campo Nazca Saatchi & Saatchi
- Brand :
- Beldent
- Client :
- Beldent
- Executive Creative Director/Production :
- Maxi Itzkoff
- Executive Creative Director/Production :
- Mariano Serkin
- Creative Director :
- Juan Pablo Lufrano
- Creative Director :
- Ariel Serkin
- Creative Director :
- Ammiel Fazzari
- Creative Director :
- Matias Eusebi
- Production Company :
- Agosto Buenos Aires
- Director :
- 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
- Music :
- Circle of Sound
- Agency Producer :
- Adrian Aspani
- Agency Producer :
- Consuelo Gimenez Uriburu
- Account Team :
- Ana Bogni
- Account Team :
- Oriana San Martin
- Creative Planner :
- Regina Campanini
- Supervisor :
- Sebastian Genesio
- Supervisor :
- Diego Serantes
- Supervisor :
- Maximiliano Diaz
- Supervisor :
- Victoria Feu
- Supervisor :
- Angeles Curia
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