Bonjour Guerilla

I was reading Adverblog and came across this bit about Lee Jeans opening a flagship store in Paris with a nice guerilla campaign. Marketing firm TriBeCa ran the campaign, you can see more photos of the campaign as well as a video here.

I think this is a great idea. It's always good to put yourself out there in a new way, and I'm assuming the jeans on the street turned the heads of many people walking by. It's a good way to announce the opening of a new store rather than use a street team of people handing out flyers. People will ignore them, but they might be willing to take information out of the pocket of a stray pair of jeans covering a parking meter.


Two questions: Are we crossing legal bounds when throwing clothing and the Lee brand name around public objects? Also, how to keep people from stealing the jeans?