Why are people walking around Montreal in red body paint?

You may have seen them: A group of men and women wearing nothing but underwear and shoes, clad from head to toe in red body paint, and wheeling around a red suitcase. 
You may then have done the obvious and rational thing and wondered why on earth anyone might do such a thing.
You may even have wondered if these strange apparitions were a spin-off of the Blue Man Group or the creations of someone who enjoyed the body paint scene in Goldfinger but forgot that the painted woman in question di