BBDO Argentina put a new twist on the refreshing 7Up brief by creating the 'Melting Machine' and cooling down citizens in the heated summer with free 7up and a fun way to win a 6-pack. Through atwitter hashtag passers by could guess when the ice-machine would melt and set the last chilled can free, and the one who guessed the closest won a sixpack. It's a very cute idea.
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