This guerrilla McDonald's California poppy ad by Sean Click may be just a concept for now, but if it were actually rolled out, it'd be insidiously clever for one key reason: the California poppy is the state flower, so they're protected by law and can't be dug up by anyone, for any reason. The seed-bombing campaign involves plantings of California poppies in the shape of the Golden Arches.
Time will tell whether Click's campaign is the real deal, but it no doubt has marketers thinking of other forms of viral advertising. For previous McDonald's branding moves, see this slideshow.
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