'Almost Identical' - Beldent, Argentina
Almost Identical
Faced with the social stigma that is associated with chewing gum Beldent created an installation and experiment at the Museum of Contemporary Art in Buenos Aries. Visitors were asked a series of questions about pairs of twins - one chewing gum and one not. 73% gave positive responses about the twin chewing gum.
A TV documentary on the experiment had over 10M hits in a week on YouTube and #experimentobeldent became a tending topic, and people started talking about the brand for the first time.
Watch more Pioneering Spirit videos in our Cinema.