With nearly half (48%) of young Americans expressing uncertainty in their future career paths, Carhartt  launched a public awareness campaign that proposed an alternative, purpose-driven workspace for the next generation: America's national parks.

In partnership with the National Park Foundation (NPF), "Outdoor Office" was a new public awareness campaign that spotlights service corps job opportunities that preserve and protect national parks for present and future generations. "Outdoor Office" expanded awareness of opportunities to join a service corps and gain valuable work experience that contributes to the National Park Service's (NPS) ability to maintain parks and to improve visitor experience. With service corps projects in need of hundreds of individuals this summer, the campaign came to life in a series of new out-of-home billboards that showcase familiar "office job" settings, set to the backdrop of America's stunning national parks. Notably, advertising creative was inspired by a new Carhartt study that discovered about half (48%) of Gen Z and Millennials would prefer to work outdoors in lieu of a traditional office job.