national parks service “lead the pack”

I was the lead creative on the team that pitched and won The National Parks Service.
The brief was deceivingly simple: convince people to pick up their dog’s waste while at the park.
We came up with “Lead The Pack,” a campaign inspiring dog owners to take action using what they love most…their dogs.
Currently, the “Lead The Pack” signage has been implemented in 36 parks across the country and counting.

PRESS
AD: Clive Neish