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To placate northern Argentina's rugby fans and their insatiable lust for hitting things really hard, Ogilvy created a "Rugbeer" vending machine for local beer Cerveza Salta. You have to tackle the machine as hard as you can to get a beer to pop out. The idea is kind of a perverse version of Coke's Hug Machine, as noted in PSFK's writeup, but it's also pretty close to that crazy backpack billboard that people were beating the crap out of in London bus shelters, too.