By now, you probably know all about 7 Eleven's Bring Your Own Cup Day, the minimart's annual event during which anyone can bring practically any sort of container into the store and fill it up with Slurpee, all for the same low price.

Well, earlier this fall during BYO Cup Day in Australia, 7 Eleven, along with its agency Leo Burnett Melbourne, took the cup idea up a notch by allowing consumers to fill up radio ads with Slurpee.

Come again? Yes, radio ads became drink containers in the iinventive campaign "Slurpee Sound Cup" campaign. 7 Eleven took the sound waves of three radio spots, themed around Viking opera, Brazilian soccer fans and randy whales, and transformed them into a series of distinctive 3D-printed vessels that were given away to Slurpee fans for the big day. Consumers could also download the 3D files and make the cups themselves.