BRUSH & RINSE

AWARDS The jurors loved the way a common-looking toothbrush, gently tweaked, could shape tap water into a fluid parabola as perfect as the St. Louis Arch. They...See more » AWARDS The jurors loved the way a common-looking toothbrush, gently tweaked, could shape tap water into a fluid parabola as perfect as the St. Louis Arch. They talked about the wonderfulness of harnessing the appeal of water play to transform a universally unloved chore, repeating comments about the power of design to create moments when ingenuity boosts utility to an emotional “A-ha!” Their solidarity was too strong to rouse any pithy debate, however. “Will it entice kids to brush their teeth?” (Tobias) Wong wondered. No matter, said Jeremijenko: “It rescripts a daily activity into something fantastical.” ...(It) reminded the jurors of the deepest and most primitive powers of design: to create wonder where it's least expected; to make something out of nearly nothing; to reduce people to two words. Wow. Cool.See less »