Everyone talks about the gap between the rich and poor, bit nowhere is this barrier more clear than Lima Peru, where a 10-kilometer concrete wall topped with barbed wire separates one of the cities richest communities from one of the poorest.

Located on the outskirts of Lima, the Wall of Shame’, also nicknamed ‘Peru’s Berlin Wall’, was erected to provide protection to the wealthy by preventing the poor from entering their neighborhood to commit crimes. It is so long that it can actually be plotted as a line on a satellite view of the area. The line separates Las Casuarinas, home to some of the nation’s richest citizens, from the suburb of Vista Hermosa, where the vast majority lives in poverty, without even the most basic amenities.  “The wooden houses illuminated by candles and the broken roofs are contrasted by multi-million pound houses within a few kilometers,” a local media news station recently described the situation.

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Researchers in Peru have teamed up with an ad agency to provide a viable solution to the problem of potable water shortage in Lima, the world’s second-largest city in the world. Their  creation is a s simple as it is ingenious – a billboard that turns air humidity into drinking water.

Located northern edge of the Atacama, the driest desert in the world, the city of Lima and its surrounding villages get around 0.51 inches of precipitation per year. For a long time, the capital city has relied on drainage from the Andes mountains and runoff from melted glaciers for its potable water needs, but due to climate change, the water supply from both sources is on the decline. Out of the 8.5 million people living in Lima, 1.2 million lack running water completely and have to either draw water from wells, which is known to be polluted, or rely on unregulated private-company water trucks, which charge u to 20 time the normal price of tap water. Aware of this dire problem, Lima’s University of Engineering and Technology started looking for a way to solve the problem and, at the same time, draw the attention of applicants for 2013. Inspired by the fact that the city’s average air humidity is about 83%, due to its location along the Southern Pacific Ocean, UTEC partnered with advertising agency Mayo DraftFCB to create an eye-catching billboard that produces water out of thin air.

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