Thanks to Nick Usborne for a great link: THE MEATRIX.
It's hard to catalog how many things this site does right (not to mention the Moopheus cow imagery, but that's personal).
You don't have to agree with the message (though I do) to be in awe of how well executed the strategy and tactics of the campaign are.
What's happening here? I think that as advertising stops being about cash for media and starts being about ideas worth spreading, we're going to see more vivid and effective work from organizations with a point of view.