I've been following the fun theory website for a wile now. Working for a waste management company, creating ideas to encourage recycling and waste management in a fun way was part of the design communications job. As designers I'm sure we have all referenced the Bottle Bank Arcade Machine or The World's Deepest Bin.

I had a crazy idea to bring human reverse vending machines to the Grand Prix this year, creating a fun way of visitors recycling their waste cans and water bottles in exchange for a game, token or sustainable gift... A similar stunt with a human drink dispenser was very successful at the Mirdif City Cenre opening and so I figured a reverse vending machine creates the buzz and spreads the message about recycling ad waste management. (you'd think) Sadly getting something like this organised in this region is difficult and Yas Island's strict 'no advertising at the F1' policy didn't help. Not many companies in Dubai are willing to invest in an initiative with no direct return. Luckily the clever men and Volswagen can see the bigger branding picture and have created The Fun Theory.

"The winning idea of the fun theory award, submitted by Kevin Richardson, USA. Can we get more people to obey the speed limit by making it fun to do? This was the question Kevin’s idea answered and it was so good that Volkswagen, together with The Swedish National Society for Road Safety, actually made this innovative idea a reality in Stockholm, Sweden."
http://www.thefuntheory.com/