Volkswagen: The Fun Theory Campaign | 'Piano Stairs' (2009)
https://www.youtube.com/embed/NPL2BVf9Unk
About: "Volkswagen asked us to create a campaign that would generate interest around Blue Motion Technologies, a series of cars and innovations that help reduce environmental impact without compromising on performance or the joy of driving. Our insight was that VW could make it easier to choose an eco car by making them more fun to drive. Our solution was a theory focusing on the thinking behind the cars – that the easiest way to change human behaviour for the better is by making it fun to do. We called this The Fun Theory." Also: https://bigideas4littlescholars.com/the-fun-theory-a-lesson-in-creative-thinking/ Related: https://www.urbanact.com/fr/detournement-de-supports-urbains Bibliography: 'The Fun Theory'. (2025). Dandad.org. https://www.dandad.org/work/d-ad-awards-archive/the-fun-theory http://dpk6zrxldcuco.cloudfront.net/2010/prof/video/lo-res/577220.mp4 Joy, M. M. (2022). "The Fun Theory." (January): 54–56. https://fliphtml5.com/cbyax/kpqd/Pallikkutam_Jan_2022/54/ https://www.researchgate.net/profile/Manu-Joy/publication/360836865_Fun_Theory/links/628e0e52d4e5243d9b998022/Fun-Theory.pdf Nord. (2024). Volkswagen - “Piano Stairs.” Adforum.com. https://www.adforum.com/creative-work/ad/player/34451397/piano-stairs/volkswagen
