The Agency created a five part documentary, released daily on the Internet Week site. The parts were then cut into a 12 minute film, exploring the reactions of five digital natives of very different ages and lifestyles as they went without their drug of the choice for the week. Their progress was carefully monitored by a psychologist and a neurology specialist.

The film was viewed over 125,000 times during the week – not bad a 12 minuter about not using the internet. The daily updates on the Internet Week site drove interest throughout the week, ensuring the site saw a 300% increase on the previous year's uniques. Average dwell time also shot up by 400% thanks to the content.