Drops Of Life

Dmytro Vlyazlo, Senior Art Director Antonina Nikishyna, Senior Copywriter Anastasiia Horodetska, Digital Art Director Oksana Vovkovinska, Creative Group Head Taras Dzhumaha, Production Manager Alisa Hryboiedova Account Manager Tetiana Dekhtiarenko, Account Director Anatoliy Davydov, Creative Director Svitlana Zagidko, Managing Director Kosta Schneider, Chief Creative Director, Publicis Groupe Ukraine and Czech Republic

Background Climate change is accelerating due to global warming, with average global temperatures rising each year. In large cities, heatwaves are especially intense and have a significant impact on urban ecosystems. Birds — vital for insect control, tree pollination, and even environmental cleanup — are particularly vulnerable. In densely developed urban areas without natural water sources nearby, many birds suffer from dehydration during the hot season and often die as a result. Idea The main objective was to support urban bird populations during extreme heat by improving their access to water. The creative concept was to repurpose water dripping from air conditioners — an overlooked yet abundant resource — and design a simple, sustainable drinker that birds can use. This drinker could be easily distributed and adopted using digital tools and public engagement. Solution An open-source platform was developed as the core of the project. It includes detailed information about the issue, water safety testing, and a 3D-printable model of the drinker. Stickers with QR codes linking to the platform were placed on air conditioners and included in AC manuals. The initiative was promoted through online PR campaigns and collaborations with animal welfare organizations. The simplicity of the execution and the innovative use of AC condensate water make the solution both scalable and globally relevant.