Russian booksellers 100,000 Books took a literal approach to refreshing their book offer–and a general decline in reading books in Russia–by producing these air-fresheners featuring excerpts from best-selling Russian literature. The idea being that when you're sitting on the loo, you'll happily read anything–even a can of air-freshener, if that's all that's available. Agency: Voskhod (via The Inspiration Room)
Mother London had a very similar thought when they created the Cereal Poetry for Jordans / Penguin in the orginal pilot Matter edition in 2008. Their insight being that you'll always read whatever's on the back of a cereal packet while you're eating the cereal–so why not turn it into a literary moment?