How long does it take a block of ice with tons of 7Up cans hidden inside it to melt? BBDO Argentina invites you to find out, with "The Melting Machine," a strange name for a very non-technological campaign, which put cans of the soft drink inside a "vending machine" made out of ice. Passerby were also invited to guess what time the last can would be freed from its ice prison, and tweet their guesses.