i  wikipedia
their own explanation:
“many people tend to view wikipedia as an unreliable source of information because anyone can edit entries on the website. Our concept was to present an everyday person as an “expert” on a specific subject in order to show that whether the information comes from a university professor or from an avid gamer, it is still reliable.
each piece shows a straight view of each persona and a mind map of their thought process. we felt this approach humanizes the experience of wikipedia.
the campaign consists of three magazine ads, two posters, one t-shirt, one direct mailer, and a tv-spot (not shown).
our tag reads: “i  wikipedia”
the brackets around the word “edit” are a reference to the brackets around the edit links on the actual wikipedia site.”
i found it at ffffound.