The What:

Publicize a series of breakfast seminars at the Buffalo Club sponsored by client Algonquin Studios.

And How:

To provide invitees with the details of Algonquin's web site seminar series and at the same time inform them tongue-in-cheekily about the venerable club's coat-and-tie dress code, we sent each a coffee-stained white linen napkin with the silkscreen-printed headline "Breakfast Is On Us." (i.e. you may want to use one of these to protect them nice duds you'll be wearing during our breakfast seminar.) Full details of the presentations were revealed with each unfold of the napkin, or, "laptops" as we referred to them on the teaser copy on the outside of the envelope.