The Toronto branch of Halifax-based Extreme Group and Toronto-based Lollipop have been tirelessly working on this unique branding and interactive campaign for a new Toronto business venture. The edgy campaign received final blessings and was about to launch when nature decided to rear its ugly head in Haiti.

So, instead of the massive launch this campaign was about to receive, a highly subdued roll-out took place. I’m being deliberately vague here because I don’t want to spoil your first interaction with this campaign. Go ahead and click on the image below to visit HaitianPure.com (Edit – March 1 2010: website has changed to PureBlackSunshine.com). Turn your volume up, set your browser to ‘Full Screen’, then follow the website prompts and you’ll know what I’m talking about.

While I can understand the potential risk of backlash, I can’t help but wonder if the campaign (and the client) would have benefited from the publicity that would have resulted from any potential controversy. In the end, I think the client and the agency correctly decided to err on the side of safety.

Despite the quiet launch, the campaign’s viral potential will make up for the lost attention. Extreme made sure to furnish the interactive with the necessary tools to squeeze as much social juice out of the site as possible. You can add it to your Facebook or MySpace profile. You can also Digg it and Tweet it (but for some reason, you can’t Stumble it).

Regardless of the outcome, this campaign is surely heading for some award nominations (at least a Davey Award!).