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2015 Ideas

"Almost Identical" - Beldent, Argentina

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"Almost Identical" - Beldent, Argentina

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. Questions ranged from which one has more friends to which one has a better sex live. 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 it got people talking about the brand for the first time.

"Bucharest Not Budapest" - Rom Bar - Romania

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"Bucharest Not Budapest" - Rom Bar - Romania

Rom is the number one chocolate bar of Romania and has Bucharest written all over it. The "Bucharest not Budapest" campaign was launched after a number of high profile gaffes where the two cities were mixed up. From welcome posters sites at the airports of both cities to a dedicated microsite and a variety of social media stunts, the Romanians responded with great enthusiasm as did the world's media. 215k Euros of free media was generated and 7M+ media impressions with an 826% growth in social brand engagement.