Did you know that Bernina once hired a musician to produce a “sewing machine orchestra” show?
The Swiss manufacturer of sewing machines commissioned musician Carl Cadwell to compose an original song only using sounds made by its sewing machines.
Cadwell, who unveiled the song at a conference in 2015, said: “I am a sound sculptor and musician. I love noises — it’s basically what I do. Bernina asked me to create and perform a song using sewing machines and sewing machines noises.”
“You will probably recognize them [the noises]. They’ll start off very raw and then as the song goes on they get more twisted and warped,” he added.
Cadwell also incorporated some samples from old Bernina infomercials.
Here he is explaining the process:
Following his explanation, Bernina turned down the lights and debuted the song — which has a very dubstep feel to it.
An accompanying light show helped bring the performance to life.
As far as marketing campaigns go, this was a first.
It’s not clear that it lead to any sales. But props to Bernina for thinking outside the box and trying something fun, creative and cool.