national parks service “lead the pack”

I was 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 centered around inspiring dog owners to take action using the one thing they love most: their dogs.

Currently, the “Lead The Pack” signage has been implemented in 36 parks across the country.