Swaggerize your Wallet
I like this take on User Generated Content. Instead of just throwing a brief out there for people to make their ads for them, Old Spice (via W & K) is challenging folks to do various tasks. Best entries win.
For instance, you can Spell Swagger on chests at a game or Name a street after Old Spice Swagger. All for actual big money. Kudos to Weiden and Kennedy. Their Swaggerize Me campaign picked up a silver lion at Cannes last week too.
There's an interesting article on Comm Arts which goes into detail about how they created the latter: