Advertising Series, 2026
City of Austin Adopt-a-GoatAustin Parks and Recreation, "Keep the Trail Thriving"
Advertising Series, 2026
City of Austin Adopt-a-GoatAustin Parks and Recreation, "Keep the Trail Thriving"
The Foundation
Austin Parks and Recreation uses goats as an eco-friendly trail maintenance solution along Barton Creek Greenbelt. The Adopt-a-Goat program lets community members sponsor the goats that help keep Austin's green spaces healthy. The challenge was making something inherently wholesome and quirky feel campaign-worthy enough to actually drive signups.
The Insight
Goats are genuinely employed by the City of Austin. They show up, they graze, they keep trails clear without chemicals or machinery. Leaning into that premise as if they were actual employees made the campaign feel honest, funny, and specifically Austin.
The Concept
Rather than a traditional nonprofit appeal, the campaign plays it straight: these are city employees. They have badges. They measure things. The humor earns attention, the mission converts it. Every execution leads to the adoption QR code, making the CTA feel as natural as the concept.
Digital Advertising
The digital campaign uses side-by-side layouts that let the goat employee concept do the heavy lifting. Clean headers, minimal copy, and a strong CTA. The 970x250 billboard format keeps the line between visual and headline as short as possible.
970x250 digital billboard placement
Out-of-Home and Print
Physical placements along the Barton Creek Greenbelt put the campaign exactly where the goats work. Stake signs near grazing areas and A-frame signs at trailhead entry points catch people at the moment they're experiencing what the program protects.
24x36 A-Frame sign, trailhead placement
24x18 stake sign, grazing area placement
Design Direction
The visual identity leans on the City of Austin's existing brand system while pushing the employee premise through layout and copy. Navy and green keep the work feeling governmental and official, which makes the goat content funnier by contrast. The COA seal grounds every piece in institutional credibility.
Typography
Bold, no-nonsense headlines lean into the city employee premise. The body copy stays deadpan and informational, letting the image do the comedic work. Every word earns its place.
Tone
The campaign never winks at the joke. It plays completely straight, which is what makes it work. Treating goats as legitimate city employees, complete with hard hats and ID badges, is the entire concept executed with conviction.