We used stickers in men's toilets in a convention centre hosting a business conference. Above every latrine we placed a sticker saying – "the guy next to you has 40 inches. Do you?" The unique location helped us to make connection between familiar situations: men tend to compare things including the size of their genitalia ("because size does matter"). Now we are in the latrine and we compare sizes "again".

The stickers were a comic relief for the conference participants after their long and serious sessions. The stickers attracted a lot of attention and became something to talk about. As a result, the sales of Sony LCD and plasma screens increased.