2023-08-22 15:22:30
Bernina Swiss sewing machines are used all over the world. 90 percent of sales are generated abroad, 70 percent of them in North America. So time for Bernina to create a new global communication platform together with Foundry — #ABigDay.
Editorial – August 22, 2023
The entire foundry team in Zurich, New York and Berlin made themselves part of the Bernina sewing world. Foundry interviewed Bernina users across Europe and the United States. All over the world, they are connected by a common thread: From the idea to completion, it’s all regarding inspiration, choosing the right materials, planning, designing all night long, trying out and changing. Every creative process is characterized by “big days” until completion – big moments – made possible by Bernina.
Bernina prefers the concept of relationship marketing over traditional 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 Bernina creative community around the world.
Since July 2023, various testimonials and new product films have been presented in the most important markets under the name #ABigDay. Foundry worked with local production companies and local sewing communities.
Five passionate seamstresses are the heroes of #ABigDay. Their individual creative stories take place in the United States, the Netherlands and Switzerland. The campaign showcases 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 craftsmanship at a time when DIY is experiencing a revival.
Annett Werner, Bernina Brand Manager, Bernina International AG, talks regarding the open and personal cooperation 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).
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#Skilfully #arranged #branding #Bernina #ABigDay
