MUSE Silver

United States

2022

Baxter of California - Strike Gold Event

Entrant Company

Agency Guacamole

Category

Experiential & Immersive

Client's Name

Baxter of California

Sub-Category

Launch Event

Baxter of California, the LA-based, premium men’s grooming brand, partnered with Agency Guacamole to bring to life an exclusive, in-person event in honor of its #StrikeGold campaign. In summer of 2021 Baxter of California launched a limited-edition #StrikeGold campaign inviting consumers to win a one-of-a-kind art piece made with 22-karat gold, crafted by California artist Aaron Axelrod. Axelrod is known for his unique use of aesthetic choices, with his work displayed internationally in galleries, museums and public spaces across the globe. As the brand’s PR Agency of Record, Agency Guacamole executed an art gallery-themed event at the brand’s flagship Baxter Finley Barber & Shop in West Hollywood. With guests ranging from editors to top fashion and lifestyle influencers, the event immersed attendees into a luxe art exhibition—with consumer-favorite products like Clay Pomade, Deodorant and Daily Face Wash dipped in actual gold and beautifully display at the entrance and the shop’s exterior windows looking as if they were “dripping in gold” via a foil vinyl window applique. In addition to branded elements at the barbershop, the venue showcased limited-edition art pieces from Axelrod along with activations like custom monogrammed dopp bags . As guests explored the “gallery,” they were invited to enjoy California-inspired light bites and cocktails. The event led to countless love on social media, media follow ups and an inclusion of the featured products in the Los Angeles Times’ Holiday Gift Guide. Images: https://agencyguacamole.box.com/s/3kml9hy9qu9qxozel2ibksq5kyydwrmc

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