In order to demonstrate the effects of the product, this Piri ad by CURB, an eco-friendly marketing firm, is adopting actual plants into bus stops.

By using specially created plants with long-lasting soil and multiple fans, CURB will install 12 of these ads throughout the UK. Encased in the glass of the bus stop, the plants look to liken the barrier between customers and the effects of Piri’s anti-allergen products. Though likely a costly effort, the bus stops are already generating a ton of buzz for the company as well as the marketing firm. CURB has integrated actual living plants into its campaigns in the past, and this stunt is sure to be as effective as those prior.

Intricate and certainly headline-making, this is a novel way to advertise in a very literal way. Adopting live plants not only gives a nature-friendly feel to Piri, but grants the anti-allergenic products tons of welcome press.