This is a bit of viral marketing done by Volkswagen. They (or rather the ad agency DDB Stockholm) have initiated The Fun Theory, a series of experiments, captured on video, to find out if making the world more fun can improve people’s behavior.
This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or something entirely different, the only thing that matters is that it’s change for the better.