
But does it make ultraclear that traditional ways of encouraging (commanding?) people to do the right thing are hopelessly flawed? And that new-media thinking can help?
You bet.
DDB Stockholm's just-released campaign for VW demonstrates as much. Dubbed (in Swedish) "Rolighetsterorin" (if I spelled it right) or, in English, "The Fun Theory," great ways were thought up to make doing the right thing also the fun thing to do.
A subway staircase was turned for a time into a piano. Many more people took the stairs for a chance to dance on the ivories.
A bottle recycling station was turned into an arcade game. Many more brought bottles to try to rack up the highest score.
And a garbage can in a park became a bottomless pit complete with sound effects. People looked for garbage to put into it to hear it work and get a chuckle.
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