Our execution had two components. First, we placed toilets bearing our Pepto message (Upset Stomachs Happen Anywhere) in public places all around New York: in parks, on the subway, on an ice skating rink and along popular shopping streets. Second, we created "Laundromat Media" by placing photographic clings over the front of washing machines. When the machines were in use, the spin, rinse and soak cycles helped us make our point that whatever churning goes on in a stomach, Pepto can help smooth things over.

During its two-week run, the Pepto installation was experienced by an estimated 1400 people - each of whom typically spent over 45 minutes inside the Laundromats. So far, at least one customer has been inspired to take a photo and post it on flickr.