7up

7UP vs the heat
in Latin America

Creative Campaign / Digital Strategy and Campaign / TVC / Social
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The project 

Every summer, heat takes over the conversation in Latin American cities.

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.

The film 

Integrated social and TV campaign

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.
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Social content and website

Tying the whole campaign together was our social media Heat-Hacks and live online social-heat tracker.

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