Last November I wrote a post about VW's TheFunTheory.com web site and its "staircase" video (which, by the way, garnered over 11 million views on YouTube). The site's purpose was to generate ideas that show how something simple can change people's behavior.
Close to 700 entries were submitted in less than two months. They just announced the winner:
I like it, but I still think the Staircase is better.