Do-it-yourself sewing is back in fashion
Publicis Communications won an international pitch and carried out a rebranding project, including a global campaign, for the long-established Swiss brand Bernina.
Bernina has been at home in Steckborn on Lake Constance for over 100 years. With revolutionary ideas and pioneering technologies, the family business quickly grew beyond its national borders and is now represented in over 80 countries worldwide. With 60 percent of Group sales, the US market now accounts for the largest share. Last year, Publicis Communications won a pitch against agencies from Germany and the USA and was commissioned by Bernina to develop a completely new, cross-market brand identity. Special attention was paid to attracting a younger target group. Most sewing machine suppliers still advertise in the same way today as they did many years ago. A woman presents a sewing machine with a friendly smile. This is no longer in keeping with the times. Sewing has become a hobby, a passion and a way of expressing oneself creatively and pursuing one's desire for individuality. In addition, the appreciation for carefully crafted products has increased significantly. For some years now, this has resulted in a growing trend towards homemade products, which is also influencing the world of fashion and accessories. New sewing magazines have been created for a young target group, and there are numerous blogs and stores on the Internet where young sewing artists show or sell their home-made products. The new communication concept from Publicis around strategist Achill Prakash and CD Sacha Moser picks up on the creative process in which sewing artists immerse themselves. The images and stories in the new campaign open up magically dreamy and aesthetic worlds. Individual ingredients tell stories about the creation of lovingly crafted garments. The ingredients are as individual as the works of art that are created from them. Only one ingredient appears in all the stories: Bernina. Because Bernina is the reliable tool with which almost any idea can be realized. With its numerous products, Bernina creates space for creativity and serves as a source of inspiration and a supplier of ideas. pan
