Incentex's cloud-based software promised to do nothing less than to completely revolutionize the aviation procurement industry, and what's best, it was free. The client wanted to create a social circle with its clients and their employees, a sense of social media interaction between supplier and consumer. 

The first initiative was to create a series of e-coms announcing the new revolutionary software. Only two minor details: we couldn't fully disclose just WHAT the technology was or exactly WHEN it would be available. In other words, create a buzz without facts and get everyone socially comfortable with this new unconventional means of communication. Effectively, follow in the footsteps of social media - have fun! So that's exactly what we set out to do. 

There was no tangible product to show, and insufficient budget to properly license visuals pertaining to our themes. So, in the true spirit of social media banter, we simply offered up comparisons between our client's anonymous product and some of 2014's most celebrated hot topics. Looking back, Kim and Kanye didn't need the additional publicity, our sincerest apologies for that.