We designed a campaign to promote Cuba as a tourist destination in the Caribbean. What most people remember about their vacation experience in Cuba is the people.  There is a certain way of being Cuban, a certain mindset of hospitality, of being full of life, and of celebrating life. Cubans always have a smile to offer, and a helping hand to extend to guests. Based on this notion of Cuban hospitality the campaign slogan "I am Cuba" was born. The "El cubano” figure is the motif, composed of images highlighting the many significant natural attributes of the island.