To recruit socially minded, engineering students to University of Engineering and Technology (UTEC), Mayo Draftfcb Lima and the university created a truly unique billboard that actually transforms the air’s humidity into 100 liters of pure, potable water every day. The amazing thing: this billboard is in the middle of the Peruvian desert, where clean drinking water is very hard to come by. The installation has brought enormous visibility to UTEC, helping to significantly boost applications and create the next generation of engineers that can help serve the common good.