Volkswagen: VW's fun theory

Volkswagen decided to promote the idea that its eco models were not just ‘green’, but also fun to drive.

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...

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