The Imperial Patek Philippe Campanie de Marketing de Phillips

Lucrarea The Imperial Patek Philippe Campanie de Marketing de Phillips este un câștigător de mare prestigiu al premiului 2024 A' Design Award de Argint în Categoria de Competiție Publicitate.

ArgintPublicitate· 2024

The Imperial Patek Philippe Campanie de Marketing

de Phillips

Client: Phillips

Câștigător al premiului A' Design Award de Argint în Categoria Publicitate

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Designul

Despre The Imperial Patek Philippe Campanie de Marketing

Campanie multimedia globală realizată de Phillips în asociere cu Bacs și Russo pentru a promova vânzarea unui ceas Patek Philippe rar, care a aparținut cândva lui Aisin Gioro Puyi, cunoscut în întreaga lume drept Ultimul Împărat, incluzând design de logo, trailer cinematic, video documentar istoric, catalog și turneu de expoziție cu opriri în New York, Londra, Taipei, Singapore și Hong Kong; dând viață istoriei unice și provenienței ceasului.

Recunoașterea

Despre A' Design Award de Argint

The Imperial Patek Philippe Campanie de Marketing a câștigat A' Design Award de Argint, o recunoaștere extraordinar de prestigioasă acordată designurilor de top, superbe și impresionante. Câștigătorii Argintului sunt lucrări extraordinar de strălucite și extrem de creative, care ilustrează expertiza, talentul și perspicacitatea remarcabile ale designerilor lor. Se așteaptă ca The Imperial Patek Philippe Campanie de Marketing să fie o lucrare minunată, de referință, remarcabil de profesionistă și profund inovatoare. Acest design câștigător al A' Design Award de Argint este o invenție foarte notabilă și admirată, care aduce beneficii și împinge limitele artei, științei, designului și tehnologiei. The Imperial Patek Philippe Campanie de Marketing este o creație extrem de invidiată, care trezește dorințe, aduce sentimente pozitive și stârnește uimire și mirare.

În Spatele Designului

Dosar de Presă

Credite, membri ai echipei și detalii tehnice furnizate de designer.

Proprietăți Unice: 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.
Dimensiuni și Ambalare: 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.
Etichete: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
Tehnologie de Producție: 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.
Provocare de Design: 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.
Cercetare: The documentary film was the result of years of research including the authentication of the watch involving experts.
Inspirație: 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.
Durata Proiectului: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
Flux Operațional: 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.
Brevete: Watch display case by Lekoni
Membrii Echipei: 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
Credite Imagini: Phillips