DIAGNOSIS (Problem):
To create a direct mail campaign that will bring people to Ray-Ban's site.

ANTIDOTE (Solution):
The paper sunglasses case, complete with a pair of shades allows a broad market of people to try on the product without ever having to leave their home, or enter a store thus creating a very unique impression on the client. In order to bring them to the website we set up an online contest where the recipient emails a photo of themselves (and others?) having some sort of fun with the paper sunglasses to win a real pair of Ray-Ban's.