The document summarizes a creative digital brief process for Turkish Airlines' digital agency pitch in 2009. Agencies were given only a keyword ("THYbrief") and had to search various social media platforms to find hidden parts of the brief. The brief fueled new discussions around incorporating digital into all aspects of the creative process. Agencies were evaluated on various criteria including how effectively they spread word of the brief process. Ultimately, Digital McCann was selected as the winner. The innovative brief changed expectations for digital pitches in Turkey.