Victory Cigars

A Toast to the Doubters

Client: Hill Holliday × Massachusetts Tourism
Role: Product/Creative Support

The Ask

As the Celtics marched toward Banner 18, national media met them with skepticism. Hill Holliday came to us with a bold idea: turn those doubters’ words into something you could smoke.

The Execution

We helped create 18 custom cigars, each laser-etched with a quote from a Celtics hater. While the timeline ruled out producing the parquet-style boxes ourselves (next time!), we sourced premium cigars from Red Auerbach’s favorite Boston shop and figured out how to etch words directly onto them—not easy.

Each cigar was housed in a commemorative case, symbolizing Boston’s 18th title.

The Impact

• Presented to Barkley, Shaq, and Kenny Smith at the 2025 NBA season tip-off

• Paul Pierce smoked his post-game

• Wahlberg, Portnoy, Cousin Stizz, and thousands of fans lit up across social media

Takeaway

A small but meaningful role in a campaign that turned doubt into celebration. A true Boston move—and a tribute Red Auerbach would’ve approved of.