Ken gets inspired by 9540l of water

Ken gets inspired by 9540l of water

Ken found this example of OOH + tech that really got him thinking…

There are many possibilities for integration of conventional print and 3D interactive technologies.

You can hardly move online for industry news outlets getting excited about the latest and greatest innovation.

Recently, I stumbled across an example from a few years ago that really got me thinking, especially since we spend a chunk of time each year working with University of Sunderland on their annual clearing campaign.

It’s only natural that an eye catching university campaign would hold my interest.

The idea

To get onto it though we need to go a little way away from Sunderland. All the way to Lima, in fact. It’s the capital of Peru and the second largest capital city in the world, situated on the edge of a desert.

Lima’s University of Engineering and Technology (UTEC) wanted young Peruvians to consider study in their field.

The university faced a slump in enrolment, just as the new term was about to begin. Collaboration between marketing minds from FCB and engineering ones from UTEC came up with a solution that is part advertising, part vital community resource.

Access to clean water is a pressing concern in Lima. Linking a solution to the problem with study at UTEC the ad went right to the heart of its target audience.

How did they do it?

Lima has on average approximately only 13mm of rain per annum. But Lima’s Pacific Coast location allows it to experiences humidity of more than 90% on summer days.

They erected what appeared to be a standard advertising billboard of usual size in the Bujama District of the city. By early March it had produced almost 1,000 litres of clean drinking water. In three months it produced 9450 litres – enough to provision hundreds of families per month.

Electrically run condensers were fitted to the elevated billboard. When moisture-laden air made contact with the condensers, the water vapor turned into water droplets. After dripping through a filter & purification level, the water flowed down into a 20-litre storage tank at the base of the billboard. The water generated each day is available to the community for free at the turn of a tap.

Quite apart from making a difference to its community, the ad was also a huge commercial success.

It won nine international awards, including at Cannes Lion and D&AD, alongside international news coverage.

And applications for the year went up by 38 per cent.

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