Raise awareness about and increase attendance of the Cuban-themed annual fundraising ball at the Museum of Fine Arts in Montreal.

In order to avoid the negative stereotypes that surround Cuba (cheap all-inclusive resorts, Fidel Castro, etc.), the solution revolved around the imagery of Cuban high-society through the use of a direct-marketing campaign. In order to impress businesspeople and wealthy Montrealers, a cigar box (made of recycled paper) acted as the invitation. It aesthetically showcased the themes of Cuba and included a cigar, which added intrigue to the package. Upon RSVP-ing to the invitation, guests received similarly themed tickets and event programs.

Every table at the event was filled and many of the guests commented favourably on the promotional pieces. In addition, the Museum raised over one million dollars in one evening.