MATRIX - OTHER YOU
Your Other You allowed users to play an elaborate prank on a friend by inputting a little bit about said friend (phone, address, etc) which was used to play an ever increasing series of pranks.
It got so real that a lady sued Toyota, saying she was so scared that she slept with a knife under her pillow. Mission accomplished?
[Awards - Cannes Integrated Campaign Shortlist, Beldings Bowl, D&AD Magazine Feature]