I love ideas like this. Even if it is a little niche.
I truly believe a bunch them, linked together with a single cohesive message, tailor-made to the medium and reflective of a brand truth, is one of the most effective ways for a brand to build relevance with its consumer today. A helluva lot more work for an agency and client, and a need for restructuring your renumeration/ROI calculations, which is why we probably won't be seeing campaigns like that anytime soon.
Still lovely thinking,
Full explanation here.