News broke that Messi — the undisputed G.O.A.T. (Greatest of All Time) of fútbol/soccer — was moving to the US to play for the pinkest of pink teams: Inter Miami. Apple TV, as the official home of Major League soccer, was going to broadcast every Messi game from then on. Our idea? Hack into one the most iconic billboard spaces in Miami Downtown with a humble 🐐 emoji painted in pink, and post it on Twitter. In other words, an iconic billboard carefully engeneered to become a shareable JPEG. The results exceed all expectations. Several news outlets shared it organically, and the whole city was turned upside down. The Pink Goat not only became the unofficial mascot of Inter Miami, but has cemented its place in soccer history.