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By Eleftheria Parpis
Volkswagen, "The Fun Theory"
DDB, Stockholm, Sweden
This year, subway stairs and garbage cans just might be the keys to winning gold. While using the two "platforms" for messaging is not new, "The fun theory" campaign from VW not only approached them with an exceptionally playful spirit, but inspired people to act socially responsible. To promote VW's environmentally friendly technologies, stairs near a subway escalator in Stockholm were transformed into working piano keys and bins projected cartoon-like sound effects when garbage was deposited.
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