As every marketer knows, self-interest plays a big role in almost every consumer decision. So how do you inspire people to take personally disadvantageous actions—like turning down the air conditioner during a heat wave? Our answer was to find a visually fascinating idea that would leverage social influence to promote emergency energy conservation. Step 1: Craft a partnership between gifted film storytellers, an internationally ranked animation firm, and an agile media placement team. Step 2: A campaign credited by state authorities with saving thousands of megawatts when it mattered most.