The Imperial Patek Philippe Marketinška kampanja by Phillips is a highly esteemed winner of the very prestigious 2024 Сребрна награда A' Design Award in Дизајн оглашавања, маркетинга и комуникације Competition Category.
СребрнаОглашавање· 2024
The Imperial Patek Philippe Marketinška kampanja
by Phillips
Client: Phillips
Сребрна награда A' Design Award Winner in Оглашавање Category
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- Verified Award Winner
- Verify Award Status for #160427
The Design
About The Imperial Patek Philippe Marketinška kampanja
Globalna multimedijalna kampanja kompanije Phillips u saradnji sa Bacs and Russo za promociju prodaje retkog sata Patek Philippe, koji je nekada pripadao Aisin Gioro Puyiju, poznatom širom sveta kao Poslednji car, uključujući dizajn logotipa, kinematografski trejler, istorijski dokumentarni video, katalog i izložbenu turneju sa stanicama u Njujorku, Londonu, Tajpeju, Singapuru i Hong Kongu; oživljavajući jedinstvenu istoriju i poreklo sata.
The Recognition
About the Сребрна награда A' Design Award
The Imperial Patek Philippe Marketinška kampanja је добитник Сребрне награде A' Design Award, изузетно престижног признања које се додељује врхунским, предивним и импресивним дизајнима. Добитници Сребрне награде неизмерно су бриљантна и изузетно креативна дела која илуструју изузетну стручност, таленат и оштроумност својих дизајнера. Очекује се да The Imperial Patek Philippe Marketinška kampanja буде дивно, узорно дело, запажено професионално и дубоко иновативно. Овај дизајн награђен Сребрном наградом A' Design Award веома је запажен, дивљен изум који користи и помера границе уметности, науке, дизајна и технологије. The Imperial Patek Philippe Marketinška kampanja је творевина којој многи завиде, која буди жеље, доноси позитивна осећања и изазива чуђење и дивљење.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- 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.
- Tags
- Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
- Production Technology
- 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.
- Design Challenge
- 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. - Research
- The documentary film was the result of years of research including the authentication of the watch involving experts.
- Inspiration
- 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.
- Project Duration
- The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
- Operation Flow
- 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.
- Patents
- Watch display case by Lekoni
- Team Members
- 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 - Image Credits
- Phillips
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