Publicis Communications restyles Bernina

Special attention was paid to attracting a younger target group. The new communication concept picks up on the creative process in which sewing artists immerse themselves. The images and stories of the new campaign are intended to open up enchantingly dreamy and aesthetic worlds. Individual ingredients tell origin stories of lovingly crafted garments and accessories. The ingredients are as individual as the works of art that are created from them. Only one ingredient appears in all the stories: Bernina. This is also the motto of the campaign: Bernina is the reliable tool with which almost any idea can be realized.

With the launch of the new Bernina 5 Series in September, the first advertising materials were published. The focus is on print and online worldwide. All conversions are distributed via various blogs, websites and Bernina's own YouTube channel. In Switzerland, an additional TV spot is currently running. A wide range of POS material is available to retailers for sales promotion.

In addition to working on the campaign, Publicis Communications developed a new CI/CD, redesigned the Bernina magazine Inspiration, produced a corporate image film for internal use and for the trade, and produced application DVDs for all three models of the Bernina 5 Series, which are included with every sewing machine and serve as support for initial start-up.

Responsible at Bernina International: Claudia Staber (Vice President Marketing), Annett Werner (Brand Management), Matthias Fluri (Communication, Marketing & Sales Support). Responsible at Publicis: Achill Prakash (strategy), Sacha Moser (CD), Sonja Gross and Vivi Chiosi (AD), Melanie Gut and Chantal Panozzo (text), Andrea Zanzerl (graphics), Bruno Biondi and Sabrina Elsässer (consulting). Production videos: Beck&Friends. Photo & Film: Andrea Diglas.