Austin F1 – Paddock Club Charity Activation

Austin F1 Charity Activation

At the Formula 1 Paddock Club, we launched Chop & Chat, a pop-up barber shop experience promoting men’s mental health through fresh trims and open conversations. Guests donated or bid for the service, raising an incredible amount of money for charity. By blending wellbeing, atmosphere, and philanthropy, Chop & Chat became one of the most impactful and memorable activations ever hosted in the Paddock Club.

Objective

To raise significant funds across the F1 Paddock Club for charitable causes while delivering an engaging activation that created real value for guests.

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Solution

• Designed and launched Chop & Chat, a unique pop-up barber shop inside the Paddock Club.

• Professional barbers offered fresh trims while encouraging open conversations around men’s mental health.

• Guests contributed via donations or auction bids, turning grooming into a powerful tool for awareness and fundraising.

• Delivered full concept-to-execution management, ensuring the activation enhanced both atmosphere and guest experience.

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Results

• Raised an incredible $478,000 for charity.

• Elevated the guest experience with an activation that was both meaningful and memorable.

• Reinforced the link between Formula 1, wellbeing, and philanthropy.

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