So this may be the douchiest iPhone app ever thought up, but this case (real girl, fake app) won us a 6+ month slog of a pitch that started with 10 agencies.

Problem: create a way to break the ice with girls.

Solution: create an app in which you will always lose.

I give you: iPanties.

All fun and ridiculousness aside, this emphasizes the importance of pitch theatre, which I think has become a lost art.