Phillips의 The Imperial Patek Philippe 마케팅 캠페인

디자이너 Phillips의 작품 The Imperial Patek Philippe 마케팅 캠페인은(는) 매우 권위 있는 2024 A' Design Award 은상의 광고, 마케팅 및 커뮤니케이션 디자인 부문에서 탁월한 수상작입니다.

은광고· 2024

The Imperial Patek Philippe 마케팅 캠페인

디자이너: Phillips

클라이언트: Phillips

광고 부문 A' Design Award 은상 수상작

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사이트 방문 A' Design Award에서 보기 보도 자료 수상 배지

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The Imperial Patek Philippe 마케팅 캠페인 소개

전 세계적으로 '마지막 황제'로 알려진 아이신기오로 푸이가 소장했던 희귀 파텍 필립 시계의 판매를 촉진하기 위해 Phillips가 Bacs and Russo와 협력하여 제작한 글로벌 멀티미디어 캠페인으로, 로고 디자인, 시네마틱 트레일러, 역사 다큐멘터리 영상, 카탈로그, 뉴욕, 런던, 타이베이, 싱가포르, 홍콩을 순회하는 전시 투어를 포함하며, 시계의 독특한 역사와 출처를 생생하게 구현합니다.

수상 인정

A' Design Award 은상 소개

The Imperial Patek Philippe 마케팅 캠페인, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. The Imperial Patek Philippe 마케팅 캠페인, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. The Imperial Patek Philippe 마케팅 캠페인, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

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디자이너가 제공한 크레딧, 팀원 및 기술 세부 사항.

고유 특성: 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.
치수 및 패키징: 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.
태그: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
생산 기술: 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.
디자인 과제: 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.
연구: The documentary film was the result of years of research including the authentication of the watch involving experts.
영감: 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.
프로젝트 기간: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
운영 흐름: 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.
특허: Watch display case by Lekoni
팀원: 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
이미지 출처: Phillips