Being Accepted Since 1980

Creative idea

“Acceptance makes belonging possible.” Insight: Ski jumping has been part of Planica since 1934, but the first official FIS Ski Flying World Cup here was in 1980 - the very year Mastercard cards first entered circulation after Master Charge’s 1979 rebrand. Source Mastercard: https://www.nytimes.com/1979/08/28/archives/master-charge-is-restyling-its-card-future-uses-of-card.html Source Sky Flying in Planica: https://en.wikipedia.org/wiki/FIS_Ski_Flying_World_Cup Big Idea: As fans are welcomed on the hill and cards at the till, people have the freedom to be who they really are - and that’s when the true feeling of belonging happens (when we can be who we truly are). That shared year (1980) is our hinge: (World cup in Planica) a place where everyone belongs meets (Mastercard) a card that helps you belong everywhere. The common thread is acceptance that makes belonging possible. Executions: That is why, we pair archival photography from Planica with a clean, credit-card–shaped cut-out revealing a contemporary, full-colour scene. The device links past and present to show that belonging has endured in Planica for over 45 years, and it becomes an ownable system across the series. Each poster highlights a facet of belonging: Flags & nations: Crowds with different flags -> no matter which flag you hold or cheer for, you’re always welcome. All ages & genders: Planica has always been for everyone -> no matter your age or gender, you’re always welcome. One crowd, many colours: International audiences -> no matter your skin colour, you’re always welcome. The headline “Being accepted since 1980” and the sign-off “Priceless” tie the story into a simple, memorable invitation to jump into a world where everyone belongs. Discreet details—“First issued: 1980” on the card and “1980 – First World Cup in Planica” as a caption—anchor the year and the experience around the hill.

Agency: Saatchi & Saatchi Prague
Authors: Vojtěch Vaník, Joanna Santarius