Billboards are all over town and along the highways. I’ve always considered them merely ledges that birds can perch on. But when the University of Engineering and Technology in Lima, Peru, needed something to kick off it’s 2013 student application period, their ad agency, Mayo DraftFCB, came up with a unique idea. According to Time, although Lima sits beside the Pacific Ocean, it’s part of a coastal desert, receiving around half-an-inch of rain each year. On the other hand, the city’s humidity averages 83%. So the agency created a billboard that sucks moisture from the air and turns it into potable water. What an idea!
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