: making the brand relevant in the heat of summer LATAM Summer Campaign 2017 Every summer, heat takes over the conversation in Latin American cities. People talk on the streets, in taxis, in newspapers and on the TV. But nowhere does the heat rise as quickly and burn as fiercely as it does on social media. In 2017, we harnessed this social heat and turned it into a campaign that ran across Latin America for 7up. Play video Play video 00:00 / 00:00 Switch to full-screen video mode Mute video Play video Play video 00:00 / 00:00 Switch to full-screen video mode Mute video Tying the whole campaign together was our campaign micro-site and always on conversation across Latin America.