Phillips 的作品 The Imperial Patek Philippe 营销活动

设计师 Phillips 的作品 The Imperial Patek Philippe 营销活动荣获了极具声望的 2024 A' Design Award 银奖，竞赛类别为广告、营销与传播设计。

银广告· 2024

The Imperial Patek Philippe 营销活动

设计师： Phillips

客户: Phillips

广告类别A' Design Award 银奖获奖者

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验证 #160427 的获奖状态

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关于 The Imperial Patek Philippe 营销活动

由Phillips联合Bacs and Russo打造的全球多媒体营销活动，旨在推广一枚稀有的百达翡丽腕表。这枚腕表曾为爱新觉罗·溥仪所有，他以"末代皇帝"之名闻名于世。活动包括标志设计、电影预告片、历史纪录片、图录，以及在纽约、伦敦、台北、新加坡和香港等地举办的巡回展览，生动展现了这枚腕表的独特历史与传承。

荣誉认可

关于A' Design Award 银奖

The Imperial Patek Philippe 营销活动是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计The Imperial Patek Philippe 营销活动将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。The Imperial Patek Philippe 营销活动是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 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.
标签: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
生产技术: 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.
设计挑战: 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.
研究: The documentary film was the result of years of research including the authentication of the watch involving experts.
灵感: 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.
项目周期: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
操作流程: 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.
专利: Watch display case by Lekoni
团队成员: 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
图片版权: Phillips