Drinkable Billboard in Peru

Enter the University of Engineering and Technology of Peru (UTEC), which was looking for something splashy to kick off its application period for 2013 enrollment. It turned to ad agency Mayo DraftFCB, which struck on the idea of a billboard that would convert Lima’s H2O-saturated air into potable water. And then they actually built one.

They designed a billboard that can convert atmospheric humidity into drinking water through reverse osmosis in Lima, Peru where water shortage is one of the biggest problems.

An amazing way to use marketing and research into something useful for the local community.
This is nothing less than a revolution generation of water from nothing but thin air (and of course the most innovative advertising technique ever!).  Peru only gets 2 inches of rainfall every year but has an extraordinarily high humidity, which is how this technological trick led to happy faces filling buckets of water and showering under the water dispenser below the billboard!!

Who would think that something as universal as a billboard could be used in such a way?

Moreover, this amazing advertising action has lead the brand a massive presence on online medias around the world, incrising their enrollment and helping the branding itself. Have a look!