In Lima, Peru, a billboard uses a filtration system to create clean water for the water-starved city--and advertises for an engineering school.
Universities usually try to attract students with successful alumni, traditional advertisements, and in the case of elite schools, a positive track record. UTEC, the University of Engineering and Technology in Lima, Peru, decided to pull off a clever engineering stunt to attract a new class of techie do-gooder students: create a billboard on the Pan-American Highway that generates potable water out of thin air.
Lima is the ideal place for a water-creating billboard--it almost never rains in the desert environment, so there is a lack of fresh water. And yet atmospheric humidity can climb up to 98%, so the air is thick with potential droplets. Alejandro Aponte, the creative director at Mayo DraftFCB Peru (the agency behind the billboard) tells us in an email how it came together:
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