The Beldent Almost Identical art installation was created by chewing gum company Beldent to debunk the myth that chewing gum makes you appear distant and unapproachable. Beldent intelligently used identical twins in the installation.
The exhibition brought together several pairs of identical twins inside the Buenos Aires Museum of Contemporary Art. One was asked to chew a stick of gum while the other was told to maintain a neutral expression. 481 visitors were asked a series of questions about the twins, such as "which one do you think gets invited to more parties?" and "which one do you think has a better sex life?".
Amazingly, 73% had a more positive impression of the gum-chewers. The twins not chewing gum were selected in response to questions such as "which one is more likely to get invited to bridge games?" and "which one do you think is the bad cop?".
This installation-cum-advertisement was created by Del Campo Saatchi & Saatchi.