Flying is for Everyone

Creative idea

Flying has always been a symbol of freedom and limitless possibilities. And when we think of flying, birds are probably the first image that comes to mind. Yet in the real world, not all birds can fly. But does that make them any less of a bird? Does that mean they don't belong among the others? Of course not. And if that truth applies to nature, why shouldn't it also apply to us – human beings living in a world of incredible diversity? Even though people come from different backgrounds, experiences, and abilities, we are all human beings — and we are all welcome in Planica, that extraordinary event of the Ski Flying World Cup. This insight inspired a striking visual metaphor that makes inclusion both universal and deeply emotional. Our poster shows different flightless birds — an ostrich, an emu, a penguin, and a hen — standing proudly at the base of the iconic ski jump in Planica. Above them, a soaring eagle rises toward the sky, symbolizing freedom and possibility. Together, they reflect all the differences that exist among us, all the ways in which we may appear unlike one another. But what unites them, however, is their shared energy, spirit, and presence in Planica — a place where everyone truly belongs. The image delivers a simple but powerful message: belonging is not defined by what you can or cannot do, but by the community that surrounds and supports you. That way Planica is recognised as much more than just a sporting event — it is a celebration of diversity, unity, and joy, and a living expression of Mastercard’s core values. What a perfect time and place to Jump into a World Where Everyone Belongs.

Agency: Agencija 101, Ljubljana
Authors: Vito Sedej, Tit Jaklič