I wasn't there in person to know if people were topless, maybe that is an Axe/Lynx campaign, but the gang at Nokia scored a homerun with their Skating Into Summer campaign, rolling across the the UK.  The event is a classic before it starts - rollerskating is good clean nostaglia and good for Nokia for knowing when it was time to do a bit of retrofun.  There obviously is a technology twist to it all - you sign-up online for a one-hour skate time slot and tickets are sent to your mobile within 24 hours before the event, and then you just show your ticket to get you and a friend into the rink, wearing the pair of provided skates. 

The events take place in three cities (London, Birmingham and Manchester) and are over a weekend.  During the day the rink is open to children and families and then after 6PM the bar opens and only 18+ can own the rink. Cool DJ line-ups ensure people will want to roll on by for the fun, and stick around for the tunes.  You can tell by the campaign site how much of a success this already is - many of the days are already "sold out" with only a slim chance of walk-up tickets for a handful of skater-wannabes. 

The Nokia connection is a sublte one, the best kind.  You get a Nokia Music Store Voucher PIN code when you sign-up, to use at the Nokia Music store that just launched, providing free tracks for downloading.  Of course on-site branding plays a role but its all about the music and the skating - the brand plays its part in making it a reality but doesn't shout at you when you come for the fun.