Really, I don't know. MTV has done some weird work in the past (remember the "What if the Holocost happened today" stuff?) but this is top notch. Adrants reported that it recently won a Gold award at a the London International Awards for top animation. As you'll see, it is certainly deserving.
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We've been discussing the need for campaigns to have their core roots in digital. I think this idea - spreading poppies to Burma from across the world - is perfect for online. I took a quick look at the website and was pretty dissapointed. The letter is a good idea, however couldn't they have leveraged this animation in some way? What can I sent to Burma right now to really make a difference? And, more importantly, how can you show me that difference?
This seems to be a common problem among brands today. The create a great show - through TV, traditional media, etc - but when it's time to cut to the brass tax and really engage users, the budget is gone.