Let it snow. Annual campaign 2022
29. September 2022
ANNUAL CAMPAIGN 2022
Dresdner Christstollen melts hearts made of ice
Christmas… It’s a time of traditions, wonderful scents, fine delicacies and, above all, fairy tales and dreams! This year, the Dresdner Christstollen brand whisks you away to the world of the Snow Queen. For the big photo shoot, the palace in Dresden’s Großer Garten was transformed into her icy palace. An opulent table laden with delicacies from Dresden’s bakeries, impressive floral arrangements by Berlin’s star florist Björn Kroner, and filigree works of art from MEISSEN created an impressive backdrop for our culinary hero: the Dresdner Christstollen.
WHEN STOLLEN FANS GET CREATIVE TOGETHER
Star florist Björn Kroner & Germany's most popular wedding and formal dress couturier Uwe Herrmann
Star florist Björn Kroner from Berlin arranged an incredible royal stollen and coffee table with unbelievable flower and pastry arrangements that are more than worthy of a snow queen. Completely out of season, our Dresden bakers baked Christmas stollen and Christmas cookies in the shape of mittens and snow crystals, formed icy cakes and snow-covered fir trees from white macarons, and froze stollen seals and roses; all to give the royal palace an icy winter appearance.
Add to that an elegant coffee service, enchanting animal figures, and other beautiful treasures from the MEISSEN porcelain manufactory, all in white of course, numerous candles, and a little fog; the only thing missing was the Snow Queen!
Student Johanna took on the role of the elegant beauty with a frozen heart. How icily she could stare into the camera! Her crown of delicate “ice” cones was specially made for the occasion by makeup artist Fabienne Lunden, while the breathtaking festive tulle dress with countless crystals was provided by wedding and formal dress couturier Uwe Herrmann, Weißes Gewölbe Dresden. The necklace was spectacular: a crazy collar with countless white flowers and almost as many stars made of Meissen porcelain, designed and crafted with great imagination and even more diligence by florist Björn Kroner.
VERBANDSCHEFIN KAROLINE MARSCHALLEK
How to tell an old story again and again? Es ist eine spannende kreative Aufgabe, den Dresdner Stollen kommunikativ immer wieder neu zu erfinden. Gerade in der Weihnachtszeit sind unsere Herzen offen, sich berühren zu lassen - nicht nur geschmacklich, sondern auch kreativ: mit einer märchenhaften Kampagne, die zum Träumen einlädt.
PHOTO GALLERY
In the Snow Queen's palace. Campaign motifs
Photographer Tobias Ritz, art director Madeline Vogel (Studio Benu), project manager Henry Buschle (Liebe Deine Welt), videographer and photographer Claudia Jacquemin, photographer Michael Schmidt and makeup and costume designer Fabienne Lunden made this icy dream come true. More than 200 motifs were created during the two-day photo shoot. They were used in the brand magazine, on posters, on social media channels, and in countless print products.
