raul lemesoff turns a ford falcon into a tank-shaped traveling library

in celebration of world book day on 5th march, 7UP has teamed up with buenos aires-based artist raul lemesoff in the creation of ‘weapons of mass instruction’, a traveling library that tours argentina in the shape of a tank. the ongoing project, which lemesoff has built upon throughout the last few years, sees a 1979 ford falcon transform into a military-style vehicle, with a rotating upper chamber and pseudo-barrel. although the tank may look militant, it has a very serious function of peace — lemesoff tours through argentina’s urban centers and rural communities, offering free books to anyone interested. around 900 books fit on the car’s built-in shelves, with a varied collection of poetry, novels and biographies. the creative collaboration with 7UP is in continuation of their ‘feels good to be you’ campaign, which seeks to celebrate originality, wit, and unmistakable authenticity. take a look at the video below to watch the eccentric artist build his mobile machine in the studio, then hit the streets to — literally — spread the word.