Lincoln’s
Coastal Mornings
Serena Williams helped us launch a new perfume with an unexpected twist: It’s not from a cosmetics company, but an automaker. 🤯
✖ PRWeek Shortlist
✖ NY Festivals Bronze
During Art Basel in Miami, Lincoln pulled off its own version of performance art.
Lincoln is an unconventional kind of automaker obsessed with providing sanctuary to their drivers. My team at Hudson Rouge found a way to launch their new scent – designed to rejuvenate you while you drive – in the most unconventional way possible.
With Serena’s help, we launched a perfume.
Lincoln developed a new feature for their vehicles called Rejuvenation Moods. Each ‘Mood’ is a multi-sensory experience featuring a visual display, audio effects, massage, and fragrance working in tandem to offer drivers an unparalleled sense of sanctuary.
But instead of simply telling people about this new feature, we pitched something unconventional: Partnering with Serena to convince the world a new fragrance was her first post-retirement endeavor.
Serena’s Fake Ad.
To kick things off, a newly retired Serena Williams posted an ad for our fake fragrance – making it seem like her next big endeavor.
Faux Storefront.
To make our fake fragrance feel more real, we made it look like a Coastal Mornings boutique was opening in Miami during Art Basel.
It served as a backdrop for influencer content and included an invitation to stop by our launch event.
Fashionable Influencers.
An army of perfume influencers helped us set the stage and invited their audiences along for the ride. They received a mysterious fragrance in the mail, along with an invitation to Miami to learn more about it.
Rejuvenating Design.
Giving our perfume brand gravitas, we gave it a unique look and feel. Plus we partnered with a glass blower to make a limited series of high-end, hand-crafted bottles.
During Art Basel, we revealed the brand behind the scent.
At an event open to the public in Miami, we revealed that Lincoln was the unexpected brand behind the fragrance. And you could only experience it during our event…or in a Lincoln.
Serena’s recap post revealed the truth to her rapt audience and made the connection between scent, sanctuary, and Lincoln.
Our influencers opened up to their audiences, as well – including this film-noir inspired tour de force.
The Auction.
Anyone could bid on bottles signed by Serena, with proceeds going to her favorite charity, the Boys & Girls Clubs of Palm Beach County.
The Panel.
Connecting all the dots, we brought together a scent expert, a Lincoln designer, and Serena Williams to discuss the vital role that scent plays in achieving sanctuary.
The Social Recap.
The many various pieces of this project brought together in 42 seconds.
AGENCY: Hudson Rouge
CCO: Jon Pearce
CREATIVE DIRECTOR: Nathan Archambault
CREATIVE DIRECTOR: Luke Partridge
CREATIVE DIRECTOR: Brett Minieri
PRODUCER: Mary Ellen Verrusio
DESIGN: Studio Butch
GLASSBLOWER: Vitreluxe
EDITORIAL: Cosmo Street
EDITOR: Joshua Berger
VIDEOGRAPHER: Dylan Rives
INFLUENCER: KRo & UWG
TALENT: Serena Williams
See More Work
-
![]()
Prudential
Race For Retirement
-
![]()
Casper
The New Wave
-
![]()
Volvo
The Choice
-
![]()
Lincoln
Coastal Mornings
-
![]()
Google
All Together Now
-
![]()
Lincoln
Feel The Joy
-
![]()
Secret Code
Picture Book & AR App
