AFK Activation

Turning Off the Virtual World to Save the Real World.

Client

CPUC, Energy Upgrade California (EUC)

AGENCY

DDB SF

Campaign

When California’s heat waves triggered statewide Flex Alerts, we noticed a surprising culprit behind rising energy use: gamers. Their high-powered setups were draining up to six times more energy than the average person. So we turned their love of gaming into a mission. AFK challenged California’s gaming community to log off from 4–9 PM during Flex Alerts — saving power IRL while rallying their online worlds to do the same.