FCB Mayo and BPN Create Billboard that Produces Drinking Water

FCB Mayo and BPN Peru partnered with The University of Engineering and Technology (UTEC) to create a billboard that captures moisture from the air and converts it into filtered drinking water.

Objective

FCB Mayo was assigned to promote (on a very small budget) the opening of the application period at the University of Engineering and Technology of Peru, UTEC, which is located in a desert region with a shortage of drinking water.

Process

The University of Engineering and Technology (UTEC) is located in Lima, which is in the central desert of Peru. Lima is the world's second largest desert capital. It has virtually no rainfall but does have high atmospheric humidity. Many people there suffer due to the lack of potable water.

Working with BPN Peru on the media execution side, FCB Mayo came up with an idea that was innovative but required technological support. Since the client was an engineering team, the agency enlisted them to create a billboard that produces potable water out of moisture in the air.

Working with the engineering team at UTEC, FCB Mayo came up with a creative, innovative and successful solution – creating a billboard that actually produces potable water from the humidity in the air. The technology to create the drinking water was employed and the billboard was released!  It was seen by the young students whose attention UTEC needed to attract and it was used and appreciated by hundreds of families.  

The billboard produced more than 9,450 liters of drinking water in just 3 months – enough to supply hundreds of families with drinking water for months!

The billboard has machines inside that condense atmospheric moisture to obtain bulk water. It does this in two stages: condensation of atmospheric moisture and purification. The air passes through a series of filters, including antistatic agents, activated carbon, minerals and reverse osmosis. It then passes through UV lamps. After that, the purified water is stored in a medium-capacity tank. This tank has a valve which is controlled by a relay that collects water in a larger tank. This tank then supplies the water.

The technology is nearly self-sufficient; a generator is required, but that will change once solar panels are installed, and traditional sources of electricity will no longer be necessary. The billboard has a collector tank monitored by sensors to avoid shortages or excess.

Results

The billboard produced more than 9,450 liters of water in just three months, providing hundreds of families with drinking water. And, in 2013, applications to the University of Engineering and Technology of Peru increased by 38%!

For its work on the billboard, FCB Mayo won the Gravity Award, the top honor at Adweek's first Project Isaac Awards.  For its role as media partner, BPN Peru was recognized with a Grand Prix Innovation in Media Award as well as the Public Service Award from FOM Global.

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