The environmentally friendly campaign is part of a tried-and-true strategy for UTEC and FCB Mayo. Last year they famously created a billboard that helped address a rainfall shortage in Lima by converting atmospheric humidity into clean drinking water. (That work earned numerous accolades, including Adweek's Isaac Gravity Award and a gold Lion in Outdoor at Cannes.)
The new one is a welcome follow-up, possibly even more powerful—though perhaps less so—as it addresses a problem the school helped create. In fact, the thing that may be most wrong with it is that it makes every other billboard in the world look bad by comparison.
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