Looking for creative, different, unconventional concepts? U R HERE!
The first billboard ever to create drinking water from humidity in the air has produced 15,000 litres of water in six months.
The billboard was launched at the end of 2012 and is now a standing out feature of the skyline is Bujama, a small village community just south of Peru’s capital city, Lima. In these area, there are many people suffering from a lack of potable water. Residents have no choice but to draw water from the well, which of course is not suitable for drinking because it is polluted.
Though it hardly rains in this region, the atmospheric humidity is about 98%. Since the billboard’s arrival, residents of Bujama have access to an average of 96 litres of drinking water a day.
The unique billboard was born out of the campaign developed by agencies MediaConnection BPN (part of IPG Mediabrands) and Mayo DraftFCB for UTEC, the University of Technology and Engineering in Peru. Clear Channel Peru was the outdoor advertising partner for the project, working on the campaign from conception to delivery.
The billboard cost just US $32,600 to set-up and works by using a panel to trap humidity in the air, transforming it into water. Internally, the panel consists of five devices that extract water vapour from the air using a condenser and filters. The water is stored in tanks at the top of the structure, and then filtered before flowing down a pipe to a tap that is accessible to all who walk past.
The billboard has been transformative for the local community. On average, 15 to 18 families arrive at the billboard to access the water every day; with people travelling on foot, on bikes and in cars. Maria Arias is one of the dozens of local people to benefit from the billboard, collecting between 2 to 10 litres for her family every day. Maria describes the billboard as a ‘privilege’ for her community.
Children from the local school (Colegio Franco Peruano Catolico) are another group to benefit on a regular basis. One class has a running session three times per week; with students stopping to refresh and rehydrate at the billboard as part of every lesson.
The billboard’s success has already been widely credited by international creative community – winning a series awards since its launch, including:
A Grand Prix for MediaConnection BPN at The Internationalist Awards for Innovation in Media (New York)
The Public Service Award for MediaConnection BPN at The Festival of Media Global
Two Silver medals for MayoDraftFCB at the ‘One Show Pencils’ awards, for Innovation in Advertising and the Public Service Campaign (New York).