MUSE Gold

2025

Always True Airlines Hangar

Entrant Company

Matrix MKTG

Category

Experiential & Immersive - Immersive Brand Experience

Client's Name

Backwoods

Country / Region

United States

At Rolling Loud Miami 2024, the Always True Airlines Hangar was more than just an activation—it was a jet-setter’s sanctuary. The footprint in the ultra-exclusive artist compound welcomed guests into the unique world of Backwoods, embodying its evolution into a premier lifestyle brand. The activation became a standout attraction, leaving an indelible mark on the festival’s 10th-anniversary celebration.

The Always True Airlines Hangar was an exclusive haven for 600+ artists, media, and special guests at Rolling Loud Miami. Anchored in Backwoods’ positioning as an aspirational lifestyle brand, the hangar was where artistry and luxury converged. Uniformed Always True Airline attendants greeted guests as they entered the hangar. At the same time, a recreated luggage conveyor belt and airport security metal detector set the tone for the exclusive experience that awaited them. The lounge exuded sophistication, and the striking red Corvette on the ‘tarmac’ hinted at a life of luxury.

Inside, the plane’s cockpit gracefully extended from the wall while part of its sleek fuselage jutted out with effortless precision as though preparing for takeoff. This bold architectural marvel dominated the space, creating a striking visual centerpiece that anchored the aviation-inspired atmosphere. Within the plane, the smoky aroma of premium tobacco filled the cabin, and a master tobacconist guided guests through the art of cigars, embodying Backwoods’ commitment to quality and tradition.

From the airport ticker seamlessly cycling through updates to the expansive custom mural—a favorite backdrop for media outlets capturing festival highlights—every curated detail immersed guests in a world of unparalleled luxury. Curated, authentic Backwoods merchandise added a coveted touch, making the compound a celebration of premier experiences.

Throughout the three unforgettable days of the festival, Backwoods’ influence rippled far beyond the festival grounds. The content captured reached over 18 million users, driving more than 2.9 million social engagements. Both activations solidified Backwoods as a premier lifestyle brand and a cornerstone of the festival scene by seamlessly blending artistry, aspiration, and culture.

Credits

CEO | Chief Strategist/Matrix MKTG
Ryan Walker
COO | Production Lead/Matrix MKTG
John D Hinkson
Head of Client Services/Matrix MKTG
Stephanie Eason-Adams
Sr. Creative Producer/Matrix MKTG
Tijuana Harvey
Creative Designer/Matrix MKTG
James Waites
More Gold Winners
Marketing & Promotional
2025
MUSE Advertising Awards - Splendid Shenyang: Urban Poster Series

Entrant Company

Luxun Academy of Fine Arts

Category

Marketing & Promotional - Poster (Series)

Country / Region

China

Mobile App
2025
MUSE Advertising Awards - Homeward Memories
Changran Zhao, Yutong Liang, Jiawei Li

Entrant Company

Communication University of China, Tsinghua University

Category

Mobile App - New Category

Country / Region

China

Event
2025
MUSE Advertising Awards - Tidal-lounged Zone : Futures Ark 2024 Yun-Chia-Chia-Ying Visual Art Link

Entrant Company

Yunlin County Government

Category

Event - Sustainability (NEW)

Country / Region

Taiwan

Outdoor Advertising
2025
MUSE Advertising Awards - Corona Extra - Bringing the Beach to NYC

Entrant Company

Inertia Studios Ltd

Category

Outdoor Advertising - Billboard

Country / Region

United Kingdom

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy