Stop road rage! Make Roadjoy!

Spreading road joy is easy with this fresh microsite from VW Canada. Volkswagen's new initiative, Road Joy, invites Canadians to be "agents of change on the road by driving friendly", promoting a positive spin on the road rage trend.

The first step in the program is to purchase one of VW's recently updated Canadian-exclusive entry-level models, the 2008 City Golf or City Jetta.

But before a new customer is even allowed to buy the car they must agree to "stem the tide of road rage" by visiting www.vw.ca after taking the new car home, and then logging onto its Road Joy registry, where they'll be able to choose a mission of kindness to be carried out with the new car. (via The Car Magazine)



The campaign was created by Crispin Porter & Bogusky.