‘The Fun Theory’ advertising campaign from DDB Stolkholm for Volkswagen is spot-on branding from the car company that is famous for the happy little Beetle. The thefuntheory.com website is dedicated to idea that making something fun is the easiest way to change behaviors for the better.

There were the piano stairs and now the sound effects trashcan. In the near future, expect to see an experiment in making it more fun to recycle.

The site is also encouraging individuals to design and submit a fun experiment by offering a prize of 2500 Euros to the creator of the winning experiment. Volkswagen plans to continue to link the idea of fun responsibility and to demonstrate how driving environmentally responsible cars can be fun.