1km-long natural grass trail laid in capital city to promote shower products

By on Wednesday, June 6, 2012

Right, a mad long weekend of little but the Jubilee has ended, and now, we can all get back to stunts and campaigns about something other than The Queen. Enjoy it, it’ll be Olympics efforts soon enough.

Aroma Greenline is, as far as I (well, Google Translate) can tell, a Bulgarian shower products company. The brand is (again: seems) particularly eco-friendly.

To both promote the product range and highlight the brand ethos, Aroma has laid a near-1km long ‘green line’ in Bulgarian capital city Sofia, made entirely of natural grass. The grass starts at the The SS. Cyril and Methodius National Library and┬áleads to Lake Ariana, where trail followers will find a branded ‘moss graffiti’ board, as well as products.

I’ve always been fascinated with the idea of street trails and how to use them for brands, so although the payoff at the end of this one seems slightly disappointing, the actual grass line trail idea itself is very cool.

See more of the line here on Aroma Green Line’s Facebook pictures album.

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