The Imperial Patek Philippe Marknadsföringskampanj av Phillips

Designen The Imperial Patek Philippe Marknadsföringskampanj av Phillips är en högt ansedd vinnare av den mycket prestigefyllda 2024 A' Design Award i Silver i tävlingskategorin Reklam-, Marknadsförings- och Kommunikationsdesign.

SilverReklam· 2024

The Imperial Patek Philippe Marknadsföringskampanj

av Phillips

Klient: Phillips

Vinnare av A' Design Award i Silver i kategorin Reklam

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Färger

Designen

Om The Imperial Patek Philippe Marknadsföringskampanj

Global multimediekampanj av Phillips i samarbete med Bacs och Russo för att marknadsföra försäljningen av en sällsynt Patek Philippe-klocka som en gång tillhörde Aisin Gioro Puyi, känd över hela världen som Den siste kejsaren, omfattande logotypdesign, cinematisk trailer, historisk dokumentär, katalog och utställningsturné med stopp i New York, London, Taipei, Singapore och Hongkong, och som för klockans unika historia och proveniens till liv.

Erkännandet

Om A' Design Award i Silver

The Imperial Patek Philippe Marknadsföringskampanj är vinnare av A' Design Award i Silver, ett utomordentligt prestigefyllt erkännande som tilldelas förstklassiga, hänförande och imponerande designverk i toppskiktet. Silvervinnare är oerhört briljanta och utomordentligt kreativa verk som illustrerar sina formgivares enastående expertis, talang och skarpsinne. The Imperial Patek Philippe Marknadsföringskampanj förväntas vara ett underbart paradexempel som är anmärkningsvärt professionellt och djupt innovativt. Detta vinnande verk i A' Design Award i Silver är en mycket uppmärksammad, beundrad uppfinning som gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. The Imperial Patek Philippe Marknadsföringskampanj är en skapelse som avundas starkt, som väcker längtan, förmedlar positiva känslor och väcker förundran och häpnad.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: 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.
Dimensioner & förpackning: 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.
Taggar: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
Produktionsteknik: 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.
Designutmaning: 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.
Forskning: 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.
Projektlängd: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
Arbetsflöde: 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.
Patent: Watch display case by Lekoni
Teammedlemmar: 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
Bildkrediteringar: Phillips