Have you not seen Planica?

Creative idea

Planica isn't just a sports event. It's a celebration where countries, athletes, and fans come together each year. Yet the audience remains largely unchanged; it continues to attract the same type of fans every year. That's where Mastercard, a brand that has always championed inclusivity, steps in. With its Priceless philosophy at heart, Mastercard emphasizes that every person and perspective adds value. Our creative idea is a unique take on the classic 'missing poster', transforming it into a compelling invitation. This fresh format is not only instantly recognizable but also impossible to ignore. It directly calls out the individuals who have not yet experienced Planica. The missing piece, both visually and metaphorically, is YOU. We've crafted three distinct personas that you don't usually see in Planica, but who would fit right in. With a personal, unmistakable approach, we aim to broaden perceptions of who Planica truly belongs to and make it impossible not to see yourself reflected in Planica as well. Its flexibility allows us to create endless variations, tailored to different target groups we want to inspire to experience this legendary event. But the core message remains the same: You also belong in Planica. Posters would be placed strategically outside dorms, near offices, and at train stations, places where FOMO (Fear Of Missing Out) hits the hardest for the chosen target groups. This thoughtful placement boosts the urgency and excitement surrounding the event. The design itself is compelling, crafted to thrive in the attention economy. In fast-paced settings where focus is lacking, this design immediately grabs attention, breaking through the daily distractions. As you approach, the message resonates deeply, making you feel acknowledged while highlighting that missing Planica means missing something truly worth experiencing.

Agency: DROM agency, d. o. o., Slovenia
Authors: Žiga Kuhel, Tea Sevšek