Ang disenyo nga The Imperial Patek Philippe Kampanya sa Marketing ni Phillips usa ka labihan ka tinahod nga mananaog sa prestihiyosong 2024 A' Design Award nga Pilak sa Kategoriya sa Kompetisyon sa Disenyo sa Pag-anunsiyo, Pagpamaligya ug Komunikasyon.
PilakPag-anunsiyo· 2024
The Imperial Patek Philippe Kampanya sa Marketing
ni Phillips
Kliyente: Phillips
Mananaog sa A' Design Award nga Pilak sa Kategoriya sa Pag-anunsiyo
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Bahin sa The Imperial Patek Philippe Kampanya sa Marketing
Kalibutanong kampanya sa multimedia ni Phillips sa pakig-uban ni Bacs ug Russo aron ipasiugda ang pagbaligya sa usa ka talagsaon nga relo sa Patek Philippe, nga kaniadto gipanag-iya ni Aisin Gioro Puyi, nailhan sa tibuok kalibutan isip The Last Emperor, lakip ang disenyo sa logo, cinematic trailer, historikal nga dokumentaryong video, katalogo, ug exhibition tour nga mohunong sa New York, London, Taipei, Singapore ug Hong Kong; naghatag og kinabuhi sa talagsaong kasaysayan ug gigikanan sa relo.
Ang Pag-ila
Bahin sa A' Design Award nga Pilak
The Imperial Patek Philippe Kampanya sa Marketing usa ka mananaog sa A' Design Award nga Pilak, usa ka talagsaon kaayo nga prestihiyoso nga pag-ila nga gihatag sa labing taas nga lebel, matahom, ug makadani nga mga disenyo. Ang mga mananaog sa Pilak labihan ka hayag ug mamugnaon nga mga buhat nga nagpakita sa bantogan nga kahanas, talento, ug kamatngon sa ilang mga tigdesinyo. Gilauman nga ang The Imperial Patek Philippe Kampanya sa Marketing mahimong talagsaon nga buhat nga ipasigarbo, dako ang pagkapropesyonal ug lawom ang kabag-ohan. Kini nga disenyo nga nakadaog og A' Design Award nga Pilak usa ka labihan ka mamatikdan, gihangaan nga imbento nga mapuslanon ug nagpalapad sa mga utlanan sa arte, siyensya, disenyo, ug teknolohiya. The Imperial Patek Philippe Kampanya sa Marketing usa ka paglalang nga giinggit sa daghan, nga nagpukaw og mga tinguha, nagdala og positibo nga mga pagbati, ug nagsiga sa katingala ug paghangyo.
Luyo sa Disenyo
Press Kit
Mga kredito, mga miyembro sa team ug teknikal nga mga detalye nga gihatag sa tigdisenyo.
- Talagsaong mga Kinaiya
- 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.
- Gidak-on ug Pakete
- 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.
- Mga Tag
- Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
- Teknolohiya sa Produksyon
- 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.
- Hagit sa Disenyo
- 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. - Panukiduki
- The documentary film was the result of years of research including the authentication of the watch involving experts.
- Inspirasyon
- 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.
- Gidugayon sa Proyekto
- The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
- Daloy sa Operasyon
- 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.
- Mga Patente
- Watch display case by Lekoni
- Mga Miyembro sa Team
- 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 - Mga Credit sa Imahen
- Phillips
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