A video that shows Stockholm subway riders abandoning the escalator to make music on a staircase turned into a piano keyboard is holding fast at the top of the Viral Video Chart, with more than 4.8 million views.
Its creator talked to The Star on Wednesday about how the whole project has brought out the kid in his creative team and astonished him at how radically it revolutionizes advertising.
Not to mention brought worldwide attention to Volkswagen’s Fun Theory, a campaign that uses their cars as a launching pad for a global competition to use fun to change people’s behaviour for the better.
Andrea Dahlqvist and his team at DDB Stockholm created the subway-piano stairs, as well as a “bottomless” whistling public wastecan and a recycling bin turned into an arcade as part of The Fun Theory. Conceived as a campaign to advertise the carmaker Volkswagen’s environmental roots, the videos are “an insight into human nature,” Dahlqvist said over the cacophony of his Stockholm office.
“Everyone has the choice of the escalator or the stairs, for example,” he said. “You know you should be taking the stairs, but it’s easier to take the other route. We played off that. If we make it a fun experience, a good experience, then people will do it.”