>Than just

Creative idea

In ski jumping, the right form is absolutely everything. The 'V' is a shape every athlete takes in the air to maximise lift and reduce drag, allowing them to fly further. It’s the fine line between a good jump and a great one. This form is essential to the sport, instantly recognisable to anyone who loves it, representing the skill, precision and balance that make ski jumping so thrilling to watch. In this series, that same shape becomes the 'greater than' symbol. A simple way of using something always present in the sport to communicate values that matter more than mere victory. It’s about belonging, shared energy and caring for the place that makes events like the World Cup in Planica possible. The 'greater than' symbol serves as a visual metaphor for Mastercard’s belief that sport is about more than competition – it’s about connection, inclusion and creating a better future for everyone. Each poster in the series highlights one of Mastercard’s core values: inclusion, sustainability and shared experiences. The 'V' form is integrated into the visuals as a clean, modern graphic that links the sport of ski jumping with these values. The result is a series of simple yet striking visuals that are not only deeply rooted in the sport but also carry a meaningful message. By building on something that’s already integral to ski jumping, the series connects the audience to both the sport and Mastercard’s purpose, inspiring a new perspective on what can be achieved when it’s about more than just winning.

Agency: VML Germany GmbH
Authors: Tim Falder & Claudia Ruisanchez