After I published my post on the billboard in Lima, Peru that draws water from the air and purifies it for public use, I was able to speak with Alejandro Aponte, the Creative Director at Mayo DraftFCB (Referred to as Mayo Advertising previously). Alejandro and his partner, Juan Donalisio were approached by UTEC to come up with an idea that would entice applications to the school. While they had prime advertising real-estate on the Panamericana Highway, a direct route to summer fun at the beach, they needed an innovative idea. Together the team landed on the water system, but when they presented it to UTEC, Mayo DraftFCB wasn't sure how feasible this would be. Lucky for them, UTEC jumped on the project and according to Alejandro, "What worried us most was that we could not find that kind of technology, but after a lot of research and bringing together the right people, we made it."
Alejandro is excited about the future of the project and what systems like this billboard could mean for the community. "The great thing about this system is that it only requires atmospheric humidity to be at least 50%, which in Peru we are lucky to have so in many geographical areas."
With the early success of the billboard, and the vast media attention it's garnered, perhaps we will see many more billboards like this one cropping up in the future.
Check out this promo video in English produced by Mayo DraftFCB
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