Designet The Imperial Patek Philippe Primær funksjon: Markedsføringskampanje av Phillips er en høyt verdsatt vinner av den svært prestisjetunge 2024 A' Design Award i Sølv i konkurransekategorien Reklame, markedsføring og kommunikasjonsdesign.
SølvReklame· 2024
The Imperial Patek Philippe Primær funksjon: Markedsføringskampanje
av Phillips
Klient: Phillips
Vinner av A' Design Award i Sølv i kategorien Reklame
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Om The Imperial Patek Philippe Primær funksjon: Markedsføringskampanje
Boktekst: Global multimediekampanje av Phillips i samarbeid med Bacs og Russo for å fremme salget av et sjeldent Patek Philippe-ur som en gang tilhørte Aisin Gioro Puyi, kjent over hele verden som Den siste keiser, inkludert logodesign, kinematisk trailer, historisk dokumentarvideo, katalog og utstillingsturné med stopp i New York, London, Taipei, Singapore og Hong Kong; som bringer urets unike historie og opphav til live.
Anerkjennelsen
Om A' Design Award i Sølv
The Imperial Patek Philippe Primær funksjon: Markedsføringskampanje er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. The Imperial Patek Philippe Primær funksjon: Markedsføringskampanje forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. The Imperial Patek Philippe Primær funksjon: Markedsføringskampanje er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.
Bak designet
Pressepakke
Krediteringer, teammedlemmer og tekniske detaljer levert av designeren.
- Unike 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.
- Dimensjoner og emballasje
- 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.
- Stikkord
- Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
- Produksjonsteknologi
- 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.
- Designutfordring
- 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.
- Inspirasjon
- 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.
- Prosjektvarighet
- The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
- Driftsflyt
- 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.
- Patenter
- Watch display case by Lekoni
- Teammedlemmer
- 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 - Bildekreditering
- Phillips
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