Lincoln | Scent of Sanctuary

2023 PRWeek Shortlist • 2023 NY Festivals Bronze

I helped launch a rejuvenating new perfume brand with an unexpected twist: It’s not from a cosmetics company, but an automaker. 🤯

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Social Recap:

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To get things started, Serena posted a real ad for our fake fragrance.

Freshly retired, Serena Williams posted a fragrance ad that made it seem like Coastal Mornings was her next endeavor.

To make our fake fragrance feel real, we built a faux storefront.
People visiting Miami for Art Basel stumbled across an unexpected surprise: a Coastal Mornings boutique was coming soon, including storefront messaging CTA that invited people to our launch event.

On IG and Tik Tok, an army of fashionable influencers was in on the act.
Inviting their audience along for the ride, they explained that they’d received a mysterious new fragrance in the mail, along with an invitation to a launch event in Miami.

We made Coastal Mornings feel real by creating hand-crafted bottles with an elevated design language.

In addition to giving Coastal Mornings a unique design, we partnered with a glass blower to make a limited series of bottles with an orange ombré effect that hinted at the rising sun.

We held an event during Art Basel where we revealed the unexpected brand behind the fragrance. 

At our event during Art Basel in Miami, we pulled the rug: Lincoln was the brand behind the fragrance. And in the future, it could only be experienced inside a Lincoln. Serena explained to her fans why Lincoln was the brand behind Coastal Mornings.

Our influencers followed up their teaser posts with elegant shout outs to Lincoln, like this film-noir inspired tour de force.

During our event, anyone could experience the Coastal Mornings scent for themselves.

Anyone who stopped by could try Coastal Mornings, the only time it would be available outside of a Lincoln.  

Turning fun into function, we auctioned off the custom bottles for charity.

Serena signed each custom bottle, which we auctioned off for charity, with all proceeds going to the Boys & Girls Clubs of Palm Beach County. 

The future home of Coastal Mornings was on display.

The futuristic Lincoln Star Concept vehicle was on site, letting people know where they could experience the Coastal Mornings fragrance in the future.  

A panel of experts solidified the connection between Scent & Sanctuary.

A scent expert, a Lincoln designer, and Serena came together to explain the role that scent plays in finding sanctuary.

A deeper dive into why Lincoln made Coastal Mornings.

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