The melting machine
PepsiCo Argentina
Issue 28 | September 2013
Agency
BBDO Argentina
Creative Team
Executive Creative Directors: Ramiro Rodiguez Cohen, Rodrigo Grau Creative Director: Juan Ure Art Director: Tomas Gianelli Copywriter: Max Elbo Innovation Director: Alejandro Gowland Account Team: Daniel Albamonte, Ma. Eugenia Bellini, Antonella Donati
Production Team
Production Company: Sake Executive Producers: Nicolas Ferrero, Mariano Torres Manzur Integration Director: Rodrigo Elizalde Directors: Federico Castro, Diego Fried Music Producer: Martin Torres Manzur Production Assistants: Florencia De Mugica, Esteban Budassi Agency Producers: Veronica Zeta, Rodrigo Lema
Other Credits
Producer, Pepsico: Gonzalo Lemos Advertiser’s Supervisor: Federico Bluthgen, Joaquin Anderson, Soledad Azarloza
Date
January 2013
Background
Summer in the city was tough for those who were unable to get away for the holidays.
Idea
7Up wanted to remind city dwellers that nothing is more refreshing when the weather is hot than a cold 7Up.
A vending machine made completely from ice was developed. As the temperature rose in Buenos Aires, so the ice melted to give away ice-cold 7Ups to sweltering passers-by. When its job was done, the vending machine simply disappeared.
People were invited to bet through Twitter on what time the final can would be ‘liberated’ from the machine. Winners received a 6-pack of 7Up.
Results
Throughout January, the hottest month of the year, one ice-machine per day was set up in the city, dispensing a total of 10,850 ice-cold cans of 7Up.
Our Thoughts
The vending machine has become a communications category in its own right. They win awards. For instance, Ogilvy Argentina won several Golds for ‘The Friendship Machine’ for Coca-Cola a couple of years ago and this year at Cannes, Leo Burnett Sydney created ‘Small World Machines’, also for Coke. This was pretty hi-tech stuff, drinkers in India and drinkers in Pakistan being connected through the machine. There are machines that you can Tweet and machines that talk to you on Facebook, which is why I love this idea. It’s wonderfully low-tech. A block of ice with a hundred cans frozen inside and physics does the rest. Cool, don’t you think?