The Imperial Patek Philippe Маркетингова кампания от Phillips

Дизайнът The Imperial Patek Philippe Маркетингова кампания от Phillips е високо уважаван носител на престижната 2024 Сребърна награда A' Design Award в състезателна категория Дизайн на реклама, маркетинг и комуникация.

СреброРеклама· 2024

The Imperial Patek Philippe Маркетингова кампания

от Phillips

Клиент: Phillips

Носител на Сребърна награда A' Design Award в категория Реклама

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Цветове

Дизайнът

За The Imperial Patek Philippe Маркетингова кампания

Глобална мултимедийна кампания от Phillips в сътрудничество с Bacs and Russo за промотиране на продажбата на рядък часовник Patek Philippe, някога притежаван от Айсин Гиоро Пуи, известен в целия свят като Последният император, включваща дизайн на лого, кинематографичен трейлър, исторически документален филм, каталог и изложбено турне със спирки в Нью Йорк, Лондон, Тайпе, Сингапур и Хонконг; оживяваща уникалната история и произход на часовника.

Признанието

За Сребърна награда A' Design Award

The Imperial Patek Philippe Маркетингова кампания е носител на Сребърната награда A' Design Award — извънредно престижно признание, присъждано на дизайни от най-висока класа, великолепни и впечатляващи. Сребърните победители са изключително блестящи и крайно творчески творби, които илюстрират изключителната компетентност, талант и проницателност на своите дизайнери. Очаква се The Imperial Patek Philippe Маркетингова кампания да бъде прекрасна, показна творба, забележително професионална и дълбоко иновативна. Този дизайн, спечелил Сребърната награда A' Design Award, е високо забележимо, възхищавано изобретение, което е от полза и разширява границите на изкуството, науката, дизайна и технологиите. The Imperial Patek Philippe Маркетингова кампания е творение, на което мнозина завиждат, което събужда желания, внася положителни чувства и разпалва изумление и възхита.

Зад дизайна

Прескомплект

Информация за екипа, авторите и техническите детайли, предоставена от дизайнера.

Уникални свойства: On May 23, 2023 Phillips in Association with Bacs & Russo sold a Patek Philippe Ref. 96QL once belonging to Aisin-Gioro Puyi, the last Emperor of the Qing Dynasty, for HK$49 million/US$6.2 million in Hong Kong. Offered at auction were also artifacts, including a red paper fan. The global multimedia marketing campaign included a video trailer, viewings in New York, London, Taipei, Singapore and Hong Kong, a catalogue set; further, a video documentary telling the story of the friendship between Puyi and his Soviet interpreter to whom he gifted his watch, presented on a bespoke video tablet. The exhibition display featured a custom case with the watch appearing to be floating in space, turning around its axis, and a magnifying glass to appreciate the details of the watch dial.
Размери и опаковка: As this project was a multimedia campaign, including print, digital, packaging and architectural components, the established branding needed to be scalable and applicable across all touch points of the campaign.
Тагове: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
Производствена технология: The striking red color accent was carried through all elements of the campaign: a grand catalogue design featuring a slip case, further a video tablet, both wrapped in red book cloth with red foil stamping of the logo. The custom exhibition space appeared as if entering a red lacquered box with the watch display case as centerpiece masterfully engineered by Dietlin, framed by video screens displaying the trailer on each side.
Дизайнерско предизвикателство: The task was to balance the historical context and provenance of the watch with a visually impactful campaign.
The production challenge was to make the watch appear floating with invisible support mechanism in the display case. A further challenge was to scale the global exhibition tour according to venue size and restrictions. The New York exhibition for example was the first stop of the tour and a far more open space. There, the stairs became a significant part of the exhibition experience with a long red carpet runner. The custom watch case wasn't ready yet at that time and another case alternative had to be found.
Изследване: The documentary film was the result of years of research including the authentication of the watch involving experts.
Вдъхновение: The story and provenance behind this watch is unique: the friendship between Puyi (the last emperor) and his Soviet interpreter to whom he gifted his Patek Philippe while in captivity. Phillips’ Marketing department developed a logo reminiscent of a movie title, drawing inspiration for the campaign trailer from Bertolucci's "The Last Emperor", which was incorporated into the global exhibition design on video screens. The striking red color accent was carried through all elements of the campaign, including catalogue design, video tablet, and custom exhibition space which was inspired by the Forbidden City.
Продължителност на проекта: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
Работен процес: The interaction with the campaign was multifaceted: The global exhibition could be experienced in person with the Patek Philippe watch presented floating in a custom display case. The video documentary, in addition to being available for viewing online, was presented on a bespoke video tablet (Vpak) that appeared like a conventional book, however when opened, revealed a video screen that auto played.
Патенти: Watch display case by Lekoni
Членове на екипа: CMO: Amy Wexler
Creative Director: Martin Schott
Creative Director: Gertrude Wong
Creative Director: Mark Mayer
Creative Director: Arthur Touchot
Designer: Tirso Montan
Designer: Grace Neighbour
Production Manager: Ally Mintz
Production Manager: Chris Ward
Production Manager: Cherub Ng
Director, Trailer: Alan Williams, Imaginary Forces
Documentary Animation: Pastèque Productions
Documentary Production (Chicago): Converge Crew
Documentary Production (Hong Kong): AEM Productions Limited
Documentary Production (London): Thomas de Cruz Media
Documentary Editor: Richard Rogers
Catalogue Printer: CA Design
Video book: VPak
Exhibition Architect: Lekoni
Display case: Dietlin
Автори на изображенията: Phillips