Volkswagen: The Fun Theory Campaign | 'The Worlds Deepest Bin' (2009)
https://www.youtube.com/embed/cbEKAwCoCKw
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." Discussion: "inboxes have been aflutter with recommendations to view a short clip entitled The World's Deepest Bin. It shows some pranksters rigging up some simple electronics with a speaker and placing them in a bin in a public park in Sweden. As people walk by and toss litter into the bin it triggers the cartoon sound of something falling down a really deep mineshaft. A whistling descent is followed by a distant crash. Naturally, the bin starts attracting curious passers-by and people are encouraged to throw more waste into the bin. ... The Deepest Bin video is, in fact, one of three videos that have so far been produced. The other two being the 'Empty Bottle Arcade' to promote a sense of fun when recycling, and the 'Piano Stairs' which is by far the most popular of the three with 2.5m views in just a week. Enjoy. But never forget this is all about a car company playing clever games with our collective minds. My original point still remains unanswered: when is someone going to produce a truly meaningful environmental viral video?" (Hickman, L., 2009). 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 Hickman, L. (2009, October 15). 'Who needs green sermons from a car manufacturer?' The Guardian. https://www.theguardian.com/environment/green-living-blog/2009/oct/15/volkswagen-fun-theory-environmental
