The “Beware the Heat” campaign for 7-UP soft drink, developed by BBDO and ProximityCanada, was a first-time public awareness-style blitz that included an interactive website (bewaretheheat.com), suspenseful TV spots, wild postings, newspaper ads and cinema spots across the country.Along with the TV ads, an online contest that asked “Are you hotter than the heat?” encouraged visitors to post their pictures on the website. These photos were then judged by the public to determine the hottest girl and guy in Canada. Each winner received a prize pack that included 7-UP gear, a year of free 7-UP and $1,000 cash.