Eccentric Artist Unleashes a 'Weapon of Mass Instruction' for 7UP Free

In celebration of World Book Day on 5th March, we are introduced to Raul Lemesoff, an eccentric, original artist from Buenos Aires who is working with 7UP Free as part of the #FeelsGoodToBeYou campaign celebrating true original talent.

Raul’s latest work in action: “Weapons of Mass Instruction” is a 1979 Ford Falcon he transformed into a travelling library, offering free books to all as a “contribution to peace through literature” and encouraging education and reading.  

With around 900 books on the car’s “shelves” at any given time, Lemesoff provides free reading materials to anyone inclined to pluck one from the collection. The tank may look militant but it serves a very light-hearted function as it tours through Argentina’s urban centers and rural communities alike.

Later this month, 7UP Free will also be launching www.my7UP.com which will feature more stories of unique and up & coming originals from around the world such as Loux, a trailblazing fashionista from South Africa; The Dihzahyners in Beirut who paint their city with collective art and optimism; and Dong the “Tuk Tuk Thai King” of London who brings his flair and spice to the streets.