Volkswagen has been running a green-minded street campaign, the theme being injecting fun into otherwise mundane tasks that are environment friendly. One effort involved turning a subway staircase into a foot piano to inspire people to forego using the escalator. It turned into a hugely successful viral video for the company.

The third and latest project turns a bottle recycling machine on the street into an interactive game resembling something out of a retro arcade, to the glee of recyclers and anyone else passing by with a bottle. Surprisingly there s no explanation of whether any green thinking went into the electricity powering the machine.

As the organizers claim, the effort again increased the number of people who exhibited a specific behavior that helps the environment because they enjoyed the task. The campaign sums up the notion with the tagline We call it the fun theory.


Watch it at Creativity-Online.