raul lemesoff turns a ford falcon into a tank-shaped traveling library
raul lemesoff turns a ford falcon into a tank-shaped traveling library
all images courtesy of 7UP
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.
7UP celebrates #FeelsGoodToBeYou campaign with raul lemesoff’s ‘weapons of mass instruction’
the artist hands out books to passersby
members of the community take books from the built-in shelves
lemesoff tours through argentina in his traveling library
the reconfigured car drives through the streets and urban centers
nearly 900 books fit in the compartments
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Voilà la seule arme qui viendra à bout de Daech et de tous les obscurantismes.
L’arme “d’instruction massive” comme dit le garçon…
In addition, to understand the symbolism, “green ford falcon” ( 1979 ) was the vehicle most used by paramilitary repressors of the genocidal dictatorship in Argentina 1976-1982.
Armed with books