nature unplugged

Today, more and more people are trying to disconnect — from screens, from noise, from pressure. Ironically, many turn to “nature sound” playlists to find calm. But most of them are fake: AI-generated forests, synthetic birdsong, looped audio from places that don’t exist. This growing reliance on artificial calm raised a bigger question: If even peace is now manufactured, what’s left that’s truly real? That’s where Velingrad Mineral Water stepped in. A brand sourced from the heart of the Rhodopes — one of Europe’s wildest, purest mountain ranges — where everything is still real, raw, and untouched. Velingrad has always stood for authenticity, and now, in a world overwhelmed by artificiality, it decided to act on that mission.

Проблема

We live in a world of noise. To escape it, millions turn to “nature sound” playlists — but most of them are synthetic. Artificial calm has become the new normal. Even peace is now fake. Task Reconnect people to real nature through a brand action that feels pure, intentional, and true to Velingrad’s origins — without noise, gimmicks, or digital filters.

Решение

We placed a single microphone deep in the wild Rhodope Mountains and launched Nature Unplugged — a 24/7 livestream of untouched forest sound. No music. No loops. No algorithms. Just real-time nature, always on — letting people disconnect from noise with something truly real. Brought to them by Velingrad Mineral Water — a brand that comes from the same place.

Результаты

The platform generated over 134,000 streams, 3.7 million minutes of listening, and a 72% increase in traffic to Velingrad’s website. Average listening time exceeded 28 minutes, and 35% of users returned — often daily. The response was so positive that the brand committed to keeping the microphone live for at least four more years.