Raul Lemesoff is an artist living in Buenos Aires, Argentina, who loves nothing more than to read books and create things. So when 7up engaged him in a project, he saw an opportunity to combine two of his greatest passions.
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Raul converted a 1979 Ford Falcon into a tank-like vehicle that can carry 900 books.
Armed with a rotating turret and a non-functioning barrel, he’s on an all-out war against illiteracy — and he has aptly named his vehicle “Weapon of Mass Instruction.”
The Weapon of Mass Instruction primarily targets teens, the people who are next in line for making the world a better place.
His books are free for everyone, as long as they promise to read it.
His plan is simple, “Humanity has perpetuated knowledge through books and I think they should get around more.”
Now get ready to…
…watch the Weapon of Mass Instruction in action.
Raul’s friends say he is “one of those crazy great people needed in a society.” We agree.