Video: Volkswagen Launches 'The Fun Theory' Campaign

Speaking of marketing campaigns, DDB Stockholm recently launched an interesting one for Volkswagen called "The Fun Theory". The campaign encourages people to alter lazy behaviors by showing that acting responsibly can be -- yes -- fun. The best stunt so far involves a subway station, where DDB transformed steps into working piano keys. Not surprisingly, commuters have begun taking the stairs instead of the adjacent escalator. We're pretty sure this will segue into a full-on campaign for Volkswagen's environmentally friendly cars, but for now, it just looks kind of, um, fun. [PSFK, Creativity-Online, via JV]