There's a social stigma attached to chewing gum. But is there any truth behind it? To test it out, we created an experimental exhibition in the Museum of Contemporary Art of Buenos Aires. There, we put several pair of twins on display. They were all dressed exactly alike. The only difference was that one twin chewed gum. The audience that visited the exhibition was asked questions about each twin's image. Using electronic buttons, they voted positively or negatively for one of the two.