Bathroom, nothing to read, you start reading even the labels of the products at hand. It happens to all of us. And potentially, in those universal insights there’s an idea waiting to happen.

And that’s exactly what Russian bookstore 100 000 Books did. Picked a few air fresheners and changed the labels to serious reading material with excerpts of best-sellers and put them in the restrooms of public buildings and even household stores.

Simple as it is, it won a Bronze Media Lion at Cannes 2011, among others.

Reminds you of something else that happens to people often? Go ahead, dig further, there’s surely something there.

Regional Executive Creative Director Geometry Global Asia Pacific