The UTEC billboard campaign is the very first of its kind. It is a potable water billboard generator that produces drinkable water from the air. Created for the University of Engineering and Technology in Peru, it brings attention to the fact that many locals often draw water from wells that can be polluted. Instead of taking chances, the UTEC billboard campaign provides purified water that is stored in tanks and can be retrieved by residents from taps at the base of the billboard.
Conceived and executed by ad agency Mayo DraftFCB, the UTEC billboard campaign was not created for a pure functional purpose. It also promotes the capabilities of the university. It relies on the compromising idea of give and take, which can only benefit both parties.
Potable Water Billboard Generators
The UTEC Billboard Campaign Produces Drinkable Water for Locals
Trend Themes
1. Water-generating Billboards - Developing potable water billboards that produce drinkable water from the air can revolutionize water access in underprivileged areas.
2. Sustainable Advertising - Creating sustainable advertising campaigns that serve a functional purpose, such as providing access to clean water, can generate positive attention while helping communities.
3. Community Water Projects - The success of the UTEC billboard campaign shows the potential of community water projects in providing access to clean drinking water in underprivileged areas.
Industry Implications
1. Advertising - Adding a functional purpose to advertisements can foster a positive brand perception while promoting social good.
2. Water Treatment - Developing innovative water generation technologies that are sustainable, accessible, and affordable can help bridge the gap in water access for underprivileged communities.
3. Education - Partnering with educational institutions to develop functional marketing campaigns can benefit both the community and the institution, while also promoting sustainable innovation.