Having Fun & Changing Behaviour

VW's Fun Theory campaign is based on the premise that in order to fundamentally change the way we do things, we need to first experience the alternative - and the best way to get people to actively participate and attempt new things is to offer them a fun way of doing so.

The campaign which broke last year resulted in a massive viral effect and as the culmination of the campaign, VW have identified the winning Fun Theory submission and turned the idea into reality.

This time, the challenge was to make driving the speed limit rewarding, and Richardson's idea was a speed camera lottery - below is the video of the camera in action.

Via - YouTube