Although they are few, there are some advertising campaigns that transcend the purpose of selling to, instead, achieve an aim that is closer to the common good. In France, for example, the artist Étienne Lavie substituted the visuals in an ad on a street in Paris with reproductions of art works, giving another meaning to the posters that we see every day.

In Lima, Peru, there is another praiseworthy example: “AirHuerta,” an enormous street billboard that gathers the moisture in the air to feed it to s small urban farm that harvests up to 200 heads of lettuce per week.

The project is the work of students from Lima’s Engineering and Technology University, who a couple of years ago consolidated a similar project but for a billboard that generated potable water from atmospheric humidity. In some ways, “AirHuerta” is an adaptation of that project but to provide food in desert areas.

This project, beyond making advertising benevolent, creates a wonderful bridge between urban practices and natural needs: a city that supplies a farm is an achievement that years ago would only have been a utopia.

Although they are few, there are some advertising campaigns that transcend the purpose of selling to, instead, achieve an aim that is closer to the common good. In France, for example, the artist Étienne Lavie substituted the visuals in an ad on a street in Paris with reproductions of art works, giving another meaning to the posters that we see every day.

In Lima, Peru, there is another praiseworthy example: “AirHuerta,” an enormous street billboard that gathers the moisture in the air to feed it to s small urban farm that harvests up to 200 heads of lettuce per week.

The project is the work of students from Lima’s Engineering and Technology University, who a couple of years ago consolidated a similar project but for a billboard that generated potable water from atmospheric humidity. In some ways, “AirHuerta” is an adaptation of that project but to provide food in desert areas.

This project, beyond making advertising benevolent, creates a wonderful bridge between urban practices and natural needs: a city that supplies a farm is an achievement that years ago would only have been a utopia.

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