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Lima, Peru-based ad agency Mayo Draftfcb won Adweek's first Project Isaac Gravity award Wednesday night for creating a billboard that harvests humidity from the surrounding air and converts it into safe, clean drinking water.
The billboard, created to promote the National University of Engineering and Technology to prospective students, helped to increase applications by 38 percent while generating around 100 liters of drinkable water a day—a valuable commodity in Lima, where there is 98 percent humidity but little rainfall.
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