The objective was to increase Beldent consumption, focusing on young people between 18 and 24 years old.

After conducting extensive research about our target, we found the main problem: there are occasions when it is unacceptable to chew gum. For example, at schools, universities, workplaces and places of worship. And the main reason was that there is a social stigma against gum chewing that's been around for years. It's a stigma that establishes a negative perception about anyone who chews gum.

The creative execution was important to the brand because we reversed the feeling that chewing gum generates a negative image. And so, we were able to show that it's possible to consume Beldent more frequently.

To reverse that negative feeling, we made an interactive exhibition where people could observe in real time the same person chewing gum and not chewing, and compare what feelings each instance caused.

The experience was compiled into a 2 minute documentary that shows chewing gum does not generate a negative image, but in fact, creates a positive one.

The objective was to see if there was any truth behind the stigma.

So, we conducted a social experiment with exactly identical twins. The only difference: one of them was chewing gum.

The exhibition took place at the Museum of Contemporary Art of Buenos Aires.

The audience that visited the exhibition was asked questions related to each twin's image. They used electronic buttons to give their answers.

73% favored those twins who chewed gum. We proved that chewing gum doesn't harm someone's image, but in fact, boosts it.

481 people participated in the exhibition, of which 73% preferred those twins who chewed gum.

The case became a topic of debate on social media and offline media. It reached a total of 10 million views in just one week.

But most importantly, we broke down the barrier to the growth of the gum category.