Jay-Z + Absolut.
I am definitely not using this medium to plug the work I do (or TBWA does rather) for the sake of plugging it. BUT I think what Absolut is doing is phenomenal. So far they have had Spike Jonze do a short film, a photo shoot with Ellen Von Unwerth, Kate Beckinsale and Zooey Deschanel, and NOW they are doing a concert series, including making short films with the artists. The first one features Jay-Z. yay!
They are doing all of this because they believe “Creativity leads to Superiority”.
Please note the absence of huge logos and repetitive brand reference.