The Fun Theory

Posted by Will Hudson,

In an attempt to catch up on the recent Cannes Lions awards (yes, we’re a few weeks late) today’s post is Volkswagen’s Fun Theory created by DDB Stockholm. “We believe that the easiest way to change people’s behaviour for the better is by making it fun to do.”

The campaign started with The World’s deepest bin that encouraged people to put rubbish in a bin by making it fun, Piano Staircase that got more people to take the stairs over the escalator by making it fun to do and Bottle Bank Arcade (pictured) that made recycling glass fun to do (hence the Fun Theory name). They then opened it up to open submissions with the chance to win €2500.


Posted by Will Hudson

Will founded It’s Nice That in 2007 and is now director of the company. Once one of the main contributors to the site he has stepped back from writing as the business has expanded. He is a regular guest on the Studio Audience podcast.