With this emotionally appealing series of advertisements the Evonik industrial group emphasises that it is not only the main sponsor of the Borussia Dortmund (BVB) soccer team, but also one of its biggest fans. Large photographs reflect on authentic facets drawn from the everyday life of BVB fans. This expressive and bold image language is framed by individual, corporate-specific design elements. Humorous captions appear like speech balloons, harmoniously matching in colour with the logo. Depending on the occasion, the sponsor acts as spontaneously and moodily as a fan – commenting, tattling and cheering. The advertisements are published in the BVB stadium magazine Echt at every home match and, on special occasions, also in other newspapers and magazines.
Evonik Industries AG, Essen head of advertising Markus Langer