HEART JUMP

Creative idea

THE TASK: Create a poster that shows Planica as a place of belonging and inclusivity. Moreover, emphasize that Planica is all about jumping. INSIGHT: We may come from different backgrounds, genders, and ethnicities, but most importantly, we are all human. One of the strongest proofs of this is that we share the same physical reactions to emotional moments. In Planica, when a ski jumper arrives, thousands of people in the valley feel the same excitement. In that moment, the whole crowd reacts as one. And finally, when a skier jumps, the hearts of everyone in the crowd jump as well. IDEA: It is not only a ski jump. It is a heart jump. Turning a simple jump into a proof of belonging. EXECUTION: The poster does not need to show the jump itself. Instead, we see and feel its impact through the facial expressions of people, holding their hands to their chests in a gesture that expresses their “jumping hearts.” These gestures communicate that Planica is more than sport. This captures the essence of inclusivity and shared energy in a single metaphor that is simple and easy to understand across languages. In the background, we see various flags, different genders, and even an LGBTQ+ scarf, all emphasizing togetherness. At the bottom, a simple invitation continues the heart metaphor through love and belonging, linking the idea directly to Mastercard’s values. So overall, Planica is a place where everyone, regardless of background, feels the same excitement, love and the same sense of belonging. This proves that Planica is truly the world where everyone belongs.

Agency: Istropolitana Ogilvy, Bratislava
Authors: Patrícia Al-Hadi, Peter Ščasnovič