A Global Platform to Stitch New Stories

Context

Bernina, the iconic Swiss sewing machine brand, generates over 90% of its sales abroad—most of it in North America, but lacked a unified emotional story. We were brought on to develop a platform that would speak to a worldwide community of passionate makers.

Approach

We created #ABigDay—a brand platform celebrating the defining moments that make the creative journey worthwhile. Through in-depth interviews with Bernina users in the US, Switzerland, and the Netherlands, we shaped a global narrative rooted in craft, joy, and individuality. The platform launched with films, testimonials, and product stories, supported by local production partners and sewing communities.

Outcome

#ABigDay became a guiding idea across Bernina’s communications. With films in key markets, the platform created emotional resonance, strengthened brand-community ties, and elevated Bernina’s voice in a global revival of hands-on creativity.

Real Makers, Real Big Days

From Oklahoma to Zurich, we told the stories of five unique sewers—each navigating their own creative process, each celebrating their own version of a “Big Day.” The result? A campaign as personal and diverse as the community it represents.

A Global Production, Seamlessly Coordinated

With creative teams across New York, Zurich, and Berlin, and on-the-ground crews in three countries, #ABigDay was a feat of global collaboration—unified by storytelling, craft, and a common thread of purpose.