The University of Engineering and Technology of Peru (UTEC) required an ingenious idea to announce the opening of registration for the first semester. The creative team of advertising agency 
, led by Humberto Polar, responded with a billboard design that would harnesses the humidity in the air and convert it into potable water.
The billboard has five water generators that through an electrical system and a reverse osmosis process convert atmospheric moisture, which reaches 98% in the town of Bujama where the ad is installed, into drinking water. Each tank produces on average 20 litres of liquid that are stored into one tank, which can serve 100% purified water. Alejandro Aponte, creative director of the agency said: “The billboard has already produced thousands of litres of drinking water monthly, benefiting hundreds of families, neighbouring zones and passers-by in the area, turning the campaign into a technological solution with a social impact.”
The instalment was made in December and is approximately 20 meters high (over 65 feet) and located off of the Panamericana Sur highway (at the 89.5 kilometre marker, a high traffic road that leads to the beach. Juan Donalisio, creative co-author said: “We are betting on effective advertising solutions that seize the advantages of technological engineering and the environment.” The billboard aims to strike interest among young Peruvians looking to study engineering while presenting UTEC at the forefront.
CREDITS “Potable Water Generator”
Agency: Mayo DraftFCB
Client: The University of Engineering and Technology (UTEC)
VP/CCO: Humberto Polar
Creative Director: Alejandro Aponte / Juan Donalisio
Art Director: Juan Donalisio
Copywriter: Alejandro Aponte
Video Editor: Mayra Carbone / Diego Santillan
Music: Real Music – Santiago Rámirez / Audiopost
Company Profile
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.
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