VW's Fun Theory project, with its European ad agency DDB, takes on a third task to show that you can get more people to do the right thing if you make it fun. This time it's bottle recycling, and the tool used is a bin fitted with an arcade scoreboard. After a "player" presses start, lights flash above any of the six holes in the bin and the recycler collects points for putting a bottle in the correct opening. It's the same theory as whack-a-mole but with glass bottles.
Just as the other Fun Theory demonstrations with the bottomless garbage can and the piano steps, people flocked to the Bottle Bank Arcade: it was used 50 times more than the plain green bin sitting nearby. Put a scoreboard on something and all of a sudden people will celebrate doing anything – when's the last time you saw a grown man shaking his fist over throwing away a bottle? Follow the jump to see for yourself.