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.
“Mayo Draftfcb’s campaign not only successfully created buzz ahead of UTEC’s student application period, but it also demonstrated to future innovators how creativity can also contribute to a greater cause,” said James Cooper, editorial director of Adweek. “Their outstanding work distinguishes the agency as an early champion of the inventor culture and deserves Project Isaac’s top honor.”
Mayo Draftfcb received the award at the 54th annual Clio Awards Ceremony at the American Museum of Natural History. It was presented by David Murphy, an executive at HP, which sponsored the Gravity Award.
The Clio Awards are owned by Adweek parent Guggenheim Digital Media.
The Gravity Award winner was selected from Adweek's pool of 29 Gold Project Isaac winners, announced Monday. Project Isaac, in its first year, honors inventive work in media, marketing, advertising and technology.
Also on Wednesday night, Paul Jowdy, vp and group publisher of fashion industry magazine Women's Wear Daily, announced a new competition in partnership with the Clio Awards. Starting in November 2013, the Clio Image Awards will accept submissions for honors recognizing excellence in the fashion and beauty industries.
“The fashion and beauty industries are inherently about creativity, style and inventive thinking, yet no event exclusively honors advertising, design, and communications in those fields,” said Nicole Purcell, executive director of the Clio Awards. “Women’s Wear Daily is an ideal partner for this new venture as we break ground in recognizing the best in fashion, beauty and retail.”
All other 2013 Clio winners, including Grand Clio winners, Hall of Fame honorees, Lifetime Achievement award winner George Lois, and Honorary Clio winners will.i.am and Patricia Field, collected their honors at the Wednesday night ceremony, hosted by Modern Family actor Eric Stonestreet.