Thefuntheory.com, a Volkswagen viral campaign in Sweden by DDB Stockholm, encourages people to make changes for the better by making the changes more fun. Interactive technology used as piano key stair steps that sound when you walk on them or a cavernous trash can that plays sound effects get people to change behaviors through play.
Even cooler than the fact they got a ton of people to ignore the escalator is the fact they could actually improve upon artist Remo Saraceni's walking piano. There is something about a piano you can walk on that is so awesome that you have to become a little kid and play with it. I've never seen anyone who didn't like playing on one. But now it's (gasp!) stairs that make noise! The best part is: No magic is taken away by guessing at how they work.


