Volkswagen Sweden 'the fun theory' by DDB Stockholm

In an experiment to see whether people would opt to take the stairs over the adjacent escalator when exiting a train station, a group of people turned the staircase into a lifesize piano, with each step carrying a different note when stepped on.

The exercise was recorded, watching as people, intrigued by the musical staircase, chose the healthier option to exit the train station.

The Fun Theory is based on a the insight that it’s easier for people to change their behaviour if you make it fun to do so.