Skillfully threaded: Brand appearance for Bernina #ABigDay
Bernina’s Swiss sewing machines are used all over the world. Ninety percent of its revenue is generated abroad, 70 percent of which comes from North America. So it’s time for Bernina to team up with Foundry to create a new global communications platform—#ABigDay.
The entire Foundry team, in Zurich, New York and Berlin, made themselves part of the Bernina sewing world. Foundry interviewed Bernina users throughout Europe and the United States. All over the world, they are connected by a common thread: From idea to completion, it's all about inspiration, choosing the right materials, planning, nights of conceptualizing, trial and error, and alterations. Until completion, every creative process is marked by "Big Days" - big moments - made possible by Bernina.
Bernina favors the concept of relationship marketing over traditional advertising and marketing approaches. The new platform guides all areas of communication and is an ode to the passion and joy shared by members of the creative Bernina community around the world.
Under the name #ABigDay, various testimonials and new product films have been launched in key markets since July 2023. Foundry worked with local production companies and sewing communities on the ground.
Five passionate sewers are the heroes and heroines of #ABigDay. Their individual creative stories take place in the United States, the Netherlands and Switzerland. The campaign shows the uniqueness of each of them - they all have their own special Big Days.
In addition to the films, many other measures are used:
Claudia Staber, Head of International Marketing at Bernina International, emphasizes the joy and importance of sewing in customers' everyday lives and the relevance of the craft in a time when DIY is experiencing a revival.
Annett Werner, Bernina Brand Manager, Bernina International AG, talks about the open and personal collaboration with Foundry and the importance of understanding the target group.
Alexander Brown, global account director and partner at Foundry North America, emphasizes that Bernina represents a community of inspired makers.
Nishant John, creative director at Foundry, describes the challenge of seamlessly coordinating a global production across different continents and telling authentic stories.
Responsible at Bernina International: Claudia Staber (VP International Marketing), Annett Werner (Bernina Brand Manager), Matthias Fluri (Marketing & Sales Support), Svetlana Zollinger (Product Manager). Responsible at Foundry: Alexander Brown (Global Consulting), Marta Kosiorek (Account Management), Nishant John (Creative Direction & Copywriting), Fieke Clinckemalie, Ruben Lopez Mata, Gustavo Frazao (Art Direction) Lilli Kahana (Creative Strategy), Arseniy Sahalchyk (Motion Design), Gregor Wollenweber (Production), Eva & Victoria (Passionate Sewers), Sacha Moser (Jack of all trades). Partner: Alexander Kirschner (Music Director), Silja Würgler John (Editor), Lair Films (Production Company New York), Thor Raxlen (Director), ROCC Films (Production Company Switzerland/Germany), Christian Martin Schäfer (Director), Christoph Wieczorek (DoP), Carsten Schönijan, Lukas Lienhard (Photographer), Brosky Media (Product Production Company), Manou Karapetsis (Director), Nino Michel (DoP), Marine Ruscio (Production). KNF Studio (Production Company Oklahoma City), Steve Jones (Director), Keaton Nye (DoP), Justin Hull (Photographer).
