Arc Wins in Adweek’s First Annual Experiential Awards for Pantene Gold Series Tour
The work earned the honor of Best Experiential Activation in Support of Diversity and Inclusion.
Arc has been honored among recipients of the first-ever Adweek Experiential Awards, winning “Best Experiential Activation in Support of Diversity and Inclusion” for their Pantene Gold Series Tour activation.
The Adweek Experiential Awards recognize the brands, agencies and creatives taking activations to a whole new level, celebrating the evolution of experiential marketing as integral to brand strategies today.
Arc and Pantene created the Gold Series Tour to exemplify the brand’s commitment to tackling traditional perceptions of beauty and empowering Black women in their appearance—starting with their hair, no matter the curl pattern, porosity or texture.
The Pantene Gold Bus traveled across the country on an event tour with the real-life Black female scientists behind Pantene’s Gold Series, traveling to HBCUs and communities that embrace a strong black culture. At each stop, Pantene’s product experts engaged with and educated audiences about the Gold Series and how they strive to celebrate Black beauty in all its forms. In festival style, event attendees enjoyed features like free product samples, VIP lounges with music from popular DJ's and information on retailer destinations. A highlight of the tour was celebrity stylist Chuck Amos, who performed hair demonstrations and consultations with Black models.
Arc and Pantene’s Gold Series Tour made haircare more personal for the Black community, meeting Black women where they are and creating a bold and innovative experience—challenging the beauty industry’s mainstream styles with a show of strength for Black women.