Created by Saatchi and Saatchi in Argentina for gum maker Beldent, the "Almost Identical" campaign is framed as a real social experiment - a 'branded art installation' - which aims to prove that chewing gum makes you cool, or at least gives you a more desirable impression. How did it work? Quite simply, Beldent took 5 sets of twins, 1 chewed gum, the other didn't. People were then asked a series of questions to gauge their impression of the twins. 74% of the people that voted favored the twin chewing the gum, and it was proved that chewing gum does not in fact, give off a bad impression.
As explained by Aden Hepburn from digitalbuzzblog.com: "This might be the most indepth piece of creative I've ever seen that was solely aimed at getting people to chew, chewing gum." But not only that, Beldent actually shows you that chewing gum makes you cool, without trying to be cool."
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