The Imperial Patek Philippe Маркетинговая кампания — Phillips

Работа The Imperial Patek Philippe Маркетинговая кампания дизайнера Phillips является высоко ценимым лауреатом престижной премии 2024 Серебряная премия A' Design Award в конкурсной категории Дизайн рекламы, маркетинга и коммуникаций.

СеребрянаяРеклама· 2024

The Imperial Patek Philippe Маркетинговая кампания

Автор: Phillips

Клиент: Phillips

Лауреат премии Серебряная премия A' Design Award в категории Реклама

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Цвета

Дизайн

О дизайне The Imperial Patek Philippe Маркетинговая кампания

Глобальная мультимедийная кампания Phillips совместно с Bacs and Russo по продвижению продажи редких часов Patek Philippe, некогда принадлежавших Айсин Гёро Пуи, известному во всём мире как Последний император, включающая дизайн логотипа, кинематографический трейлер, исторический документальный фильм, каталог и выставочный тур с остановками в Нью-Йорке, Лондоне, Тайбэе, Сингапуре и Гонконге; раскрывающая уникальную историю и провенанс часов.

Признание

О награде Серебряная премия A' Design Award

The Imperial Patek Philippe Маркетинговая кампания — лауреат Серебряной премии A' Design Award, чрезвычайно престижного признания, присуждаемого великолепным, впечатляющим проектам высочайшего уровня. Обладатели Серебряной премии — это в высшей степени блестящие и чрезвычайно творческие работы, демонстрирующие выдающийся опыт, талант и проницательность их авторов. Ожидается, что The Imperial Patek Philippe Маркетинговая кампания станет чудесной, образцовой работой, заметно профессиональной и глубоко инновационной. Этот проект, получивший Серебряную премию A' Design Award, — весьма примечательное, вызывающее восхищение изобретение, которое приносит пользу и раздвигает границы искусства, науки, дизайна и технологий. The Imperial Patek Philippe Маркетинговая кампания — творение, которому многие завидуют, оно пробуждает желания, дарит положительные чувства и вызывает изумление и восторг.

За кулисами дизайна

Пресс-кит

Авторы, участники команды и технические детали, предоставленные дизайнером.

Уникальные свойства: 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.
Размеры и упаковка: 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.
Теги: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
Технология производства: 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.
Дизайнерская задача: 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.
Исследование: The documentary film was the result of years of research including the authentication of the watch involving experts.
Вдохновение: 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.
Продолжительность проекта: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
Рабочий процесс: 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.
Патенты: Watch display case by Lekoni
Участники команды: 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
Авторы изображений: Phillips