Yayoi Kusama’s “Infinity Mirrors” had drawn huge crowds across the U.S, and now the next stop for the exhibition was Toronto’s AGO. However, despite her success south of the border, most Canadians weren’t aware of the Japanese artist’s work. To get Torontonians just as pumped, Cundari placed actual artwork from Kusama’s studio onto public spaces in the downtown core. The team worked with the TTC and Bell Media, and all of the installations included polka dots (a calling card of the artist) with the hashtag #infinitekusama. The team then used paid and in-kind media to promote the exhibition via wild postings, print, TTC and in Cineplex cinemas. Since tickets were sold in blocks on specific days, Cundari drove digital traffic via homepage takeovers on The Globe & Mail, the Toronto Star and the CBC. Building buzz paid off, with CBC calling it “the biggest art event in decades.”