BERNINA USA’s first year-long integrated promotion ––– the WeAllSew Challenge ––– had to find a way to activate the high-end sewing machine’s two distinct consumer audiences as well as its two distinct dealer types. By using “upcycling” (the still-trendy recycling of something old and making it into something different and new), we engaged crafters and fashionistas alike. And by offering old school print, display and direct mail materials, along with email blasts and content for Facebook, the WeAllSew blog and BerninaUSA.com, we had the whole dealer network excited to participate.

Responsibilities | Concept, Creative direction, Writing
Team | Diana Maes: Designer, Christine Monahan: Creative director/Art, Rob Soltan: Copy