Ben & Jerry's Ice Cream
Ben & Jerry didn't really want to do ads, they just wanted to give away as much free ice cream as possible to people.
We managed to convince them that, although free ice cream was nice, it wasn't much of a marketing or brand building strategy. We also managed to get a poster campaign out in to the world that read like Ben wrote it and looked like Jerry art directed it.
It even won a few awards, which was almost as nice as free ice cream. Almost.