TBWA\SMP’s “Bottle it Back” for Planet Water Foundation was voted one of the top three campaigns in the Environment category at the ACT Tributes to Creativity during the Cannes Lions International Festival of Creativity this year.
The ACT Tributes to Creativity recognizes the highest-voted campaigns that give a voice to marginalized communities, raise awareness on critical issues, and inspire collective action. “Bottle it Back” ranked alongside award-winning campaigns from around the world, including “No Blue, No Green” for SOS Oceano by Droga5/WALK Brazil, and “Firecatchers” for Fédération nationale des sapeurs-pompiers de France by Havas Play.
Developed in partnership with Planet Water Foundation, a global organization that gives communities access to safe drinking water, the campaign aims to help AI’s impact on the environment, as it continues to consume millions of liters of water to cool down data centers that handle the world’s prompts. “Bottle it Back” lets users track every prompt they make on all popular AI chat engines, including ChatGPT, Claude, META, and Google Gemini, Perplexity, deepsea, Copilot, and Grok. The plug-in also lets them instantly offset their water footprint by letting them donate the bottles directly to the foundation.
Sophie Guérinet, co-founder of ACT Responsible, selected “Bottle it Back” as one of the featured campaigns in “Voices for the Planet,” a MyACT Conversation at Cannes Lions, which explored how creativity can drive meaningful change. TBWA\SMP’s Ryan Caidic joined other global creative leaders as part of the panel discussion, sharing how sparking awareness on sustainability issues can ultimately lead to urgent action for the environment.
“People can feel helpless especially with large systems like AI where you need legislation to change how data centers operate, but we found out that as individuals, people are willing to contribute. We need to bank on that to create positive change” he said in the panel discussion.
The recognition builds on TBWA\SMP’s international run this year, cementing the agency’s reputation for delivering disruptive work.
