Lincoln | Coastal Mornings

2023 PRWeek Shortlist

During Art Basel Miami, I helped launch a rejuvenating new fragrance. Once our ads had people paying attention, we announced an unexpected twist: Coastal Mornings isn’t from a cosmetics company, but an automaker. 🤯

Before Art Basel, we teased.
Serena Williams kicked things off by posting a fragrance ad that gave her fans the impression Coastal Mornings was her first post-retirement endeavor.

Fake fragrance ad:

We built a faux storefront.
In Miami, we made people think a Coastal Mornings boutique was opening soon. It drove people to our event and acted as a backdrop for influencer content.

Influencers acted confused.
A dozen fashionable influencers told their audiences that they’d received a mysterious new fragrance in the mail along with an invitation to an event in Miami.

Custom bottles and rejuvenating design gave it cachet.
To make Coastal Mornings feel like its own brand, we gave it a unique look and feel and partnered with a glass blower who hand-crafted a limited series of bottles with an orange ombré effect to suggest the rising sun.

During Art Basel Miami, we revealed. 

After inviting people to our event in Miami, we broke the news: Lincoln was the sanctuary-obsessed brand behind the fragrance.

Serena posted an insta to fans eager to learn more about Coastal Mornings.

Each influencer posted a follow-up to their teaser posts, like this film-noir inspired piece of art.

Samples of the scent.
Anyone could experience the fragrance for themselves, the only time it will be available outside of a Lincoln.  

Charity Auction.
Serena signed custom bottles that were auctioned off for her chosen charity, the Boys & Girls Clubs of Palm Beach County. 

The futuristic Lincoln Star Concept vehicle was on display, a future home of the Coastal Mornings fragrance. 

Scent x Sanctuary Panel.
Serena, a scent expert, and a Lincoln designer made the connection between scent and sanctuary.

Coastal Mornings, Explained.
Lincoln understands that scent can have a powerful effect on mood. So, in their never-ending quest to create the most revitalizing vehicles on the road, they did something you wouldn't expect from an automaker. They developed a soothing digital scent that will only be available in a Lincoln. The Coastal Mornings fragrance, with notes of sea mist and the soft, warm glow of the sun, was created to rejuvenate you by evoking the feeling of a walk along the beach at sunrise.

To draw attention to Coastal Mornings, we went to Art Basel in Miami and performed our own version of performance art. Instead of simply announcing scent as a new Lincoln feature, we hid the brand behind the scent and presented it as an all-new fragrance in a limited series of custom-made, artisan-blown bottles.

Once people were eager to learn more about the Coastal Mornings fragrance, we revealed the twist: it’s not a new fragrance from a cosmetics brand, but a digital scent created by Lincoln in order to provide a new dimension of sanctuary when you’re driving in one.

Thanks to Hudson Rouge for bringing me in to help out on this project and thanks to Lincoln for letting us present Coastal Mornings in a unique, unexpected way.   

Agency: Hudson Rouge
CCO: Jon Pearce
Creative Director: Nathan Archambault
Creative Director: Luke Partridge
Creative Director: Brett Minieri
Producer: Mary Ellen Verrusio
Design Agency: Studio Butch 
Glassblower Studio: Vitreluxe 
Editorial Company: Cosmo Street
Editor: Joshua Berger
Videographer/Editor: Dylan Rives
Influencer Agencies: KRo & UWG
Talent: Serena Williams