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DDB Stockholm recently launched Rolighetsterorin, or “The Fun Theory” campaign, an initiative to get people to change their lazy behaviors—and ultimately, how they feel about driving environmentally friendly cars—by allowing them to see the fun side of acting responsibly.

“The campaign has just started up with a number of experiments in which the theory—that fun can change people’s behavior—is tested in various situations,” says DDB Stockholm creative director Andreas Dahlqvist. One of the most charming tests is a staircase in a Stockholm subway station that was converted into working piano keys—a way to convince commuters to take the stairs over the escalator. Another test uses sound effects to make throwing rubbish away properly a cartoon-like experience.

THE PIANO STAIRCASE: ”Take the stairs instead of the escalator or elevator and feel better” is something we often hear or read in the Sunday papers. Few people actually follow that advice. Can we get more people to take the stairs over the escalator by making it fun to do? See the results here 

BOTTLE BANK ARCADE MACHINE: Many of us return our plastic bottles and cans. Noticeably fewer recycle their glass. Maybe that’s because we don’t get any money in return, as we do for cans and plastic. Can we change this attitude by making recycling glass fun to do? So you rack up points for good citizenship and get to engage your 5 senses. See the results here.

THE WORLD’S DEEPEST BIN: To throw rubbish in the bin instead of onto the floor shouldn’t really be so hard. Many people still fail to do so. Can we get more people to throw rubbish into the bin, rather than onto the ground, by making the bin produce sound effects? See the results here.

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