This is a great idea from Leo Burnett Romania. It was run in 2012, but I’d never seen it before and just accidentally stumbled upon it on welovead.com (well worth checking out if you haven’t already).
Maybe it didn’t get much traction because it’s from Romania, but I feel like ‘Second Life’ is an original idea worthy of more praise than it was given. Has anything like this been done before? Check out the video.