Health Ad Tells Story Entirely Through URLs

Here's an interesting approach to online advertising—a health campaign from Italy that claims to tell "the first URL story ever." You begin at and proceed from one page to the next, following the story in the address bar. It tells the tale of a woman who suffers from CCSVI, or chronic cerebro-spinal venous insufficiency, which often affects people with multiple sclerosis. CCSVI clogs veins and hinders movement—a stasis mirrored by the stuttering nature of reading a story bit by bit across multiple Web addresses. Eventually the story leads to a page asking for donations. Aside from the poor Italian-to-English translation, it's a very cool idea. Has it been done before anywhere? By Lowe Pirella Fronzoni in Rome. Via Ads of the World