BVB Bakery

Evonik Industries is not only BVB’s biggest sponsor, but also its most loyal fan. This message was the inspiration behind the advert for the 2012/2013 season, which communicates the specialty chemicals company’s deep passion for the football club Borussia Dortmund (BVB) and has been broadcast in commercial breaks during the German sports programme Sportschau. In the clip, the whole of Dortmund has lost its voice except for one man. The spot shows a group of customers at a bakery merrily chatting along with severely hoarse voices so that the words are utterly incomprehensible. Suddenly the man walks into the bakery, says a cheery “Good morning” and is met with hoarse but hearty laughter as everybody is aware there can only be one explanation for healthy vocal chords on this day in Dortmund: “If you still have your voice on Monday, you must have missed the match!” Staged in a familiar authentic bakery, this spot conveys its message in an unerring manner – without and especially beyond words. Statement by the jury »This spot stands out for its direct surprise effect: the hoarse voices make it clear what the spot is driving at. The story and with it the sense of fan culture are conveyed immediately. Plot, structure and sound design are consistently matched, forming a perfect unity.«