Dutch Masters x Roots Picnic 2025 | Burn Slow Lounge

• Prize
  Honorable Mention in Brand Activation / Branding
• Company
  Matrix MKTG
• Lead
  Ryan Walker
• Team
  John Hinkson, Stephanie Eason, Tijuana Harvey
• Client
  Dutch Masters Cigars
• Video
  Link to video

Dutch Masters went beyond cigars at Roots Picnic 2025, curating the Burn Slow Lounge: an immersive hub for hustle, individuality, and creativity. With a podcast studio capturing sharable mini-clips of attendees, a T-shirt customization station for personalized merch, and premium two-tier seating with main-stage views, the activation elevated the festival experience. The results spoke for themselves: 96% of attendees rated it 4+ stars and 98% would recommend; confirming Dutch Masters as a meaningful presence in the creative community, not just a cigar brand.