The Imperial Patek Philippe Kampanyang Pangmarketing ni Phillips

Ang disenyo na The Imperial Patek Philippe Kampanyang Pangmarketing ni Phillips ay isang lubhang iginagalang na nagwagi ng napaka-prestihiyosong 2024 A' Design Award na Pilak sa Kategoryang Paligsahan na Disenyo ng Pag-aanunsyo, Marketing at Komunikasyon.

PilakPag-aanunsyo· 2024

The Imperial Patek Philippe Kampanyang Pangmarketing

ni Phillips

Kliyente: Phillips

Nagwagi ng A' Design Award na Pilak sa Kategoryang Pag-aanunsyo

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Mga Kulay

Ang Disenyo

Tungkol sa The Imperial Patek Philippe Kampanyang Pangmarketing

Pandaigdigang kampanyang multimedia ng Phillips sa pakikipagtulungan kay Bacs and Russo upang itaguyod ang pagbebenta ng isang bihirang relo ng Patek Philippe na dating pag-aari ni Aisin Gioro Puyi, na kilala sa buong mundo bilang The Last Emperor, kabilang ang disenyo ng logo, sinematikong trailer, historikal na dokumentaryong video, katalogo, at paglilibot ng eksibisyon na may mga tigil sa New York, London, Taipei, Singapore at Hong Kong; na nagbibigay-buhay sa natatanging kasaysayan at pinagmulan ng relo.

Ang Pagkilala

Tungkol sa A' Design Award na Pilak

Ang The Imperial Patek Philippe Kampanyang Pangmarketing ay nagwagi ng A' Design Award na Pilak, isang pambihirang prestihiyosong pagkilalang iginagawad sa mga disenyong nasa pinakamataas na antas, nakabibighani at kahanga-hanga. Ang mga nagwagi ng Pilak ay mga likhang lubhang makinang at napakamalikhain na naglalarawan sa pambihirang kadalubhasaan, talento at talas ng isip ng kanilang mga tagapagdisenyo. Inaasahang ang The Imperial Patek Philippe Kampanyang Pangmarketing ay isang kahanga-hangang likhang huwaran na kapansin-pansing propesyonal at malalim na makabago. Ang disenyong ito na nagwagi ng A' Design Award na Pilak ay isang lubhang kapansin-pansin at hinahangaang imbensyon na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang The Imperial Patek Philippe Kampanyang Pangmarketing ay isang likhang labis na kinaiinggitan na gumigising ng mga hangarin, nagdadala ng positibong damdamin at nagpapasiklab ng pagkamangha at pagkabighani.

Sa Likod ng Disenyo

Press Kit

Mga kredito, miyembro ng koponan at teknikal na detalye na ibinigay ng taga-disenyo.

Mga Natatanging Katangian: 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.
Mga Sukat at Packaging: 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.
Mga Tag: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
Teknolohiya sa Produksyon: 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.
Hamon sa Disenyo: 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.
Pananaliksik: The documentary film was the result of years of research including the authentication of the watch involving experts.
Inspirasyon: 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.
Tagal ng Proyekto: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
Daloy ng Operasyon: 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.
Mga Patent: Watch display case by Lekoni
Mga Miyembro ng Koponan: 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
Mga Credit ng Larawan: Phillips