A Billboard Really Delivers on Its Promise

Peru's Famous BillboardWhen agencies create ideas for billboards, of course they want them to deliver results.  But deliver water too?…

It’s a fact that there is no access to potable water for about 700,000 people in Peru. But what the area does have is high humidity. So enter the folks at Peru’s University of Engineering and Technology (UTEC) who devised a way to turn that humid air into useable water. The result? Last December, they erected a billboard that by early March had produced 2,500 gallons of clean water!

The idea came about because UTEC was facing a slump in enrollment. The Engineering Department wanted a way to attract more engineering students. So in partnership with Peruvian ad agency Mayo DraftFCB, and the duo of engineers and creatives came up with a billboard that would provide a very visible demonstration of the university’s engineering skills. And thus, the water-collecting advertising work horse was born!

Check out this :90 second summary of how the billboard works:

What an innovative solution to help those in need, while also promoting the exceptional engineering department at UTEC. That’s a GWH W.T.F. (Winner, Toss-Up, or Flop) Award WINNER for sure!

This entry was posted in Billboards, Creative Thinking, International Marketing, Marketing Tactics, Social Responsibility and Philanthropy, Technology, Winners, winners-toss-ups-flops. Bookmark the permalink.

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