Nowhere does this heated exchange rise as quickly, and burn as fiercely, as on social media.

So this summer, we harnessed the social heat and turned it into a campaign that ran across Latin America for 7UP.

First – we created a custom algorithm that tracked real-time heat complaints on social media across eight Latin American countries.

Then – we created an interactive billboard in the centre of Buenos Aires, attached to a container full of ice-cold cans of 7UP.

Finally – as the social heat rose and the needle reached the red zone, we released ice-cold 7UP for everyone, proving that in the battle of 7UP vs the heat, there was only one winner.