Miss Moneypenny, I presume..
Concepts, boss. Its all about concepts.
When I first saw the Penny Texting - Virgin Mobile ad campaign, "Giving power back to the penny", I was amazed at the thought process that cutting-edge agency, Mother New York, had provided to this campaign (They also handle Target's subliminal campaign across the city, which is a prelude to their big launch on Times Square).
But the cooler part is the fact that they have deployed a penny with a miniature tracking device and put it into the system, and they provide live website feeds as to how far the penny has travelled, and which city its in.
Give a dime? Check it out here. (Click on Penny Story)