In Lima, Peru, the University of Engineering and Technology has teamed up with a media owner to create a billboard that captures moisture from the air and converts it into filtered drinking water.
Lima is set in Peru’s coastal desert which receives almost no rainfall every year, causing a chronic shortage of potable water. Air humidity, on the other hand, hovers around 98 percent.
The water billboard – on the Pan-Am Highway – includes an air filter, condenser, carbon filter and tank. It captures 9,450 liters every three months, enough water for hundreds of families.
UTEC wanted to solve a real societal problem but also to inspire young applicants to its engineering program – and applications to UTEC have gone up 28 percent this year.
Rather than just interrupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.
For the same budget and energy expended on traditional advertising, many brands are instead creating things that are more tangible, useful and reusable, and that play a more integral part in the consumer’s life.