)[1] is an experiential marketing campaign and alternate reality gaming platform created by Hadleigh Averill (The Agent-C) in partnership with Running With Scissors.
[2] Activated in New Zealand in 2007 for vodka brand Smirnoff the underground campaign presents itself as headed by the mysterious "Nikolai", a Russian man that no one has either seen or met.
Nikolai, determined to rally sub cultures for the purpose of effecting positive change, invites participants to sign up as Agents and embark on real world missions around the country.
Positive social change included planting 24,000 trees on an island in only a few hours, to bringing hot dinners to the sick and homeless to holding underground poker tournaments in car park basements (where all winnings went to charities).
Since November 2009 agents have uploaded missions that they have executed themselves, in line with the briefs given which range from publicity stunts to good deeds.