Le design The Imperial Patek Philippe Campagne Marketing par Phillips est un lauréat très estimé du prestigieux 2024 A' Design Award d'Argent dans la catégorie Publicité.
ArgentPublicité· 2024
The Imperial Patek Philippe Campagne Marketing
par Phillips
Client : Phillips
Lauréat du A' Design Award d'Argent dans la catégorie Publicité
Lauréat Vérifié
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À propos de The Imperial Patek Philippe Campagne Marketing
Campagne multimédia mondiale par Phillips en association avec Bacs et Russo pour promouvoir la vente d'une rare montre Patek Philippe, ayant appartenu à Aisin Gioro Puyi, connu dans le monde entier sous le nom du Dernier Empereur, comprenant la conception du logo, une bande-annonce cinématographique, une vidéo documentaire historique, un catalogue et une tournée d'exposition avec des étapes à New York, Londres, Taipei, Singapour et Hong Kong ; donnant vie à l'histoire unique et à la provenance de la montre.
La Reconnaissance
À propos du A' Design Award d'Argent
The Imperial Patek Philippe Campagne Marketing est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. The Imperial Patek Philippe Campagne Marketing est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. The Imperial Patek Philippe Campagne Marketing est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.
Les coulisses du design
Dossier de presse
Crédits, membres de l'équipe et détails techniques fournis par le designer.
- Propriétés Uniques
- 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 & Emballage
- 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.
- Mots-Clés
- Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
- Technologie de Production
- 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.
- Défi de Conception
- 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. - Recherche
- 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.
- Durée du Projet
- The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
- Flux Opérationnel
- 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.
- Brevets
- Watch display case by Lekoni
- Membres de l'Équipe
- 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 - Crédits Images
- Phillips
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