Luxury Advertising concepts and brand campaigns by Patric Pop in Geneva.

Knowing the codes of successful advertising for luxury companies is only a part of the game. The other part is played by the brands’ high quality promise. In luxury advertising, most often, the product is the star.

Designed with a clear vision and meticulously crafted by masters of their trade, most luxury products help us live our lives easier. Not because of them being particularly great at solving a problem. Mostly, there is no USP (Unique Selling Proposition). But because of their heritage, the savoir-faire that is passed-down from artisan to artisan, the luxury item gives a bold statement. It reassures us to feel the quality when using or wearing it.

Luxury in the creative process

Successful advertising for the luxury sector happens after research, strategic reflections, precise briefing and an extensive brainstorming process. Because only the strongest ideas make it into concepts that I am proud to present to my clients. The final concept chosen gets refined until the headline and content are on spot with the idea.

Specialists in their fields

Parallel to that I direct specialists or create the artwork, be it photography, illustration, motion graphics or video. The right choice of media, be it OOH billboard posters or content for uploading, depends on focusing on the brand’s specific target groups. Working closely with the leading media planners in Switzerland, synergies can be created and more visibility for your brand at the same cost created.

I bring in 20+ years of experience in delivering solutions on all communication challenges.
Graduating from the renowned Art Center College of Design in Pasadena, California with a Bachelor in Communication Design, I have had the opportunity to work on an impressive client list of iconic brands and winning multiple, prestigious awards.

Below you’ll find my personal selection of published work, as well as some of the concepts that were not retained by the clients. Enjoy!

Client: Deutsche Bank Private Banking (Global)

Agency: formerly Simko, now Saatchi Saatchi Simko, Genève
Media: Print
Patric Pop's role: Concept, Creative Direction
Concept: Deutsche Bank Private Banking did win numerous awards as the best foreign private bank in Switzerland. A foreign bank in Switzerland, the homeland of banking? The concept was born: one nation inventing and another nation improving it later and becoming world famous for it. Please note that the mechanical watch was invented by the Germans and only later the Swiss took over.
Even with strict corporate branding guidelines (Logo placement, colours, typography) it is possible to create inspiring and memorable image campaigns.

Extension of the Concept: In a move to value the team behind the award, Deutsche Bank Private Banking Switzerland wanted to also showcase some of their extraordinary team members. Based on the original concept, it was possible to play a bit with the different nationalities vs. a Swiss based bank and portray some of the most illustruous employees for this campaign. Photography by Hugh Schofield.

Client: Tudor by Rolex

Agency: formerly Simko, now Saatchi Saatchi Simko, Genève
Media: Print, Billboards, Event stands
Patric Pop's role: Concept, Art Direction
Concept: Tudor is the sub brand of one of the world’s most iconic luxury watch companies Rolex. For the launch of the new website, we decided to demonstrate this in typical luxury code of generous space and reduced elements, yet with breaking a bit the same code. For the model Hydronaut, the color chosen was a hint of iridium blue. Other models were sporting strong crimson red, or monarch orange. Greatest care was given to spotlessly retouching the watches in their tiniest details.

Client: BULGARi / Daniel Roth

Agency: Label Communication, Geneva
Patric Pop's role: Concept, Creative Direction, New Business Pitching

Concept: Famous for its specific tonneau housing, our agency was asked to come up with a new concept to target younger markets. To show the resemblance of the tonneau housing to a face, I decided to run a side-by-side campaign. The chromatic use of the colouring was influenced by the color of the wristband and the materials used on the watch itself. Brand slogans were “ A perfect match.” and “Qui se resemble s’assemble”.

Consumer Catalogue: a double-page spread of the catalogue. The horizontal format was chosen to create more room for each product. By cropping the portrait a more dynamic, cinematic look is created.

Client: BULGARi / Daniel Roth

Agency: Label Communication, Geneva
Patric Pop's role: Concept, Creative Direction, New Business Pitching

Concept: Another campaign proposal for Daniel Roth aimed at watch connoisseurs and collectors of the haute horlogerie. Based on the brand claim For Collectors Only, we speak to collectors listing 5 unique properties of owning a little masterpiece. To illustrate the savoir-faire, imagery of watchmakers’ masterly craftsmanship are shown. The design codes are more classic. But the tonneau shape is repeated throughout the campaign, looking a bit like a movie. The idea was to develop these visuals also for film.

Consumer Catalogue: a double-page of the catalogue displaying on every spread the information in two languages.

Client: CITROËN

Agency: EuroRSCG Geneva
Patric Pop's role: Concept, Creative Direction

Concept: For the launch of its latest luxury limousine, the C6, Citroën chose several agencies within the EuroRSCG network to propose a concept for the global laugh campaign. The task was to create a concept that would enhance the noble and refined image of the car. Citroën positioned this car as the new follower of the legendary classic the “DS”.
My concept was to show the car in a minimalistic reduced environment where the surroundings fall in love with the C6. The sidelines o the road caress the limousine and the claim read “Pure Desire”. To keep the brand visuals updated all year long, the concept would be adaptable to all seasons: Hands shaped from water would be guiding the car safely on the rainy drenched road - thanks to the automatic stabilisation aquaplaning would be prevented. Or hands would be shaped from dead leaves for the autumn.
Unfortunately, Citroën did not choose this concept for the launch of the C6. However, some time later, the PSA group used this concept for the TVC advertising for Peugeot…
Rough sketches by the late Wolfgang Brüggemann.

Client: Montblanc

Agency: Patric Pop, Geneva
Patric Pop's role: Concept, Copywriting, Art Direction
Concept: Tourism plays a big role for luxury companies in Switzerland. Montblanc asked me to create information material to be handed to chinese tour operators. For the Geneva branch of Montblanc this meant showing special trips to the manufacture in the Jura, and collaborations with several hotels in the heart of the city. When the tourists paid a visit to the Montblanc manufacture and the store, a Polaroid in a customised image stand in shape of the brand’s 6 valleys’ logo, was given to them.