VW's fun theory
Karl Wilkström and Michael BugajDDB Sweden
Volkswagen promoted the idea that its eco models were not just ‘green’, but also fun to drive, through a user video competition that had long-lasting ramifications for Sweden.
This is the story of how we took an insight into Volkswagen's cars and turned it into a global phenomenon. It's a story about how a simple idea can spark a movement, and help people change the way they think about environmentally friendly cars.
Finally, it's a story about a campaign,'the Fun Theory', that took a step towards a new communication...