The application period for 2013 was about to open, so UTEC, The University of Engineering and Technology, needed a solution to get students interested in applying for an engineering programme.

Nowadays, getting teenagers' attention is quite difficult even for brands in the entertainment segment like PlayStation so imagine being an Engineering University trying to do it.

The University of Engineering and Technology believes the world can be changed through engineering, so we decided to start by changing our city.

To attract students' attention during the application period, and having in mind that Lima is the second largest desert capital in the world so the lack of drinkable water is a huge problem, UTEC and the agency designed and built a special billboard: The world's first billboard that produces drinkable water out of air.

The client was surprised by the results of the campaign. UTEC applications in 2013 increased considerably; they were up by 38% from the previous year. That means that students got the message.

In addition, the billboard is helping hundreds of families that didn’t have access to pure drinking water. We produced more than 9,450 litres of drinkable water in 3 months.

With just one billboard, we scored a public relations coup for UTEC. The news about the first billboard that produces potable water out of air circled the globe. IIt spread quickly on TV, print, newspapers, internet and social media.

The best way to show students that engineering could change the world, was to prove it with a 'product demo'.

The billboard was seen by the young students whose attention we wanted to attract, students could see that engineering can change the world, and then apply to study engineering themselves.