Behavioral economics is really getting into UK ad blokes, who must be reading Nudge for breakfast. Or so it seems, with this work by TribalDBB for Volkswagen, on a lifetime journey through our expenses.

From the miniature set to the aural experience, it’s not your regular car website. Personally, i believe these personal informatics experiences are here to stay, on a ever clearer Quantified Self.

via @bohellberg

As if it wasn’t enough that CP+B grabbed Brooke Shields for their VW Routan Campaign, they partnered with Oddcast to create RoutanBabyMaker.

On this genetic online mashup, with careful attention to interactive details (loved the buttons), the user is invited to upload mom and dad’s photos to envision how their baby would be.

A simple but great use of this technology, and spot on at the van’s target audience. That’s how interactive briefs should be interpreted – ask not what can technology can do for your campaign, but what the campaign can do for technology.

Source: FWA