Understanding the most effective ways to change or influence human behaviour is fundamental to the work of advertisers. ‘The Fun Theory’ from DDB Stockholm for Volkswagon is a clever campaign which plays on the idea that we are more likely to do something if it is fun to do, and so aims to influence human behaviour to bring change for the better and change lazy behaviours. From littering to taking the stairs, DDB aim to get consumers to see the fun side of acting responsibly, and ultimately consider how they feel about driving environmentally friendly cars. A funny, playful and ultimately very effective campaign, see the results in the videos below.
The Fun Theory