Feels like heaven. Annual campaign 2024

Dresden’s bakers and confectioners are known far beyond the borders of Saxony for their passion for stollen. So it was only natural that the photo shoot for Dresdner Christstollen took a slightly unusual turn. The 2024 theme, “Stollen Angels,” was staged in a very special way: inspired by lovingly illustrated, nostalgic children’s books, the boundaries between reality and heavenly dreams blurred. Fifty-four graphics of various fluffy clouds, tableware, cutlery, and much more floated above the scene, printed in giant size. In addition, there were 39 cotton wool clouds, fairy lights, fine cutlery and porcelain, a sleigh, a Christmas tree, plenty of angel and cloud cookies, meringue clouds, a heavenly cake, and lots of color-coordinated flowers. Of course, the bakers also had Dresden stollen with them. There were 12 of them.

Two sets with daytime and nighttime sky backgrounds were constructed. It’s good to have enough space available and plenty of helping hands on hand. The Stollenschutzverband team was joined by photographers, a videographer, a costume and make-up designer, an art director, a concept designer, a set stylist, and master florist Björn Kroner-Salié. The Dresden stollen bakers also got stuck in with great passion and a sense of matter-of-factness. While the halls of the Dresden Exhibition Center usually host concerts by big stars, trade fairs, conferences, and figure skating stars showing off their choreography, the photo shoot for the Dresden stollen took place with almost no audience. Only the press stopped by briefly to interview the Stollen angel. Incidentally, the Stollen bakers are traditionally guests here in December to build the giant Stollen.