Priceless for Almost Everyone

Creative idea

INSIGHT: Young people choose communities that choose them back. We gravitate toward spaces that aren’t afraid to turn away the wrong people: the club with a strict door policy, the friend group that won’t tolerate casual racism, or the brand that loses followers for taking a stand. Our generation has learned that true belonging requires boundaries. We know that “accepting everyone” often means accepting hate alongside love. This leads us to a fact backed by numerous studies: we’ve grown tired of brands that try to speak to everyone and end up standing for nothing. We want to see who you’re willing to disappoint. Because in a world where everyone claims to welcome everyone, the most honest signal of your values isn’t who you invite in – it’s who you’re brave enough to keep out. IDEA: Priceless for Almost Everyone Our idea turns criticism into celebration by showcasing what narrow-minded voices dislike about Planica’s inclusive atmosphere. Each poster in our series features real hate speech, in a form of a fake review, targeting the very values that make the World Cup special – diversity and inclusion, cashless payments and technological progress, or sustainability as an integral part of the event. Mastercard responds to these “reviews” with a witty twist on its iconic claim: Priceless experience for almost everyone. The word almost becomes a powerful statement – because sometimes, the best proof you belong somewhere is seeing who doesn’t. In conclusion, this “hateful celebration” becomes proof that Planica truly embodies the values of modern sport – and that these so-called “problems” are actually principles worth celebrating. The idea reframes being disliked by intolerant voices: it isn’t a brand liability, it’s proof you’re building the kind of community this generation wants to join. Mastercard and the Ski Jumping World Cup proudly stand with the excluded – not the excluders.

Agency: Triad Advertising, Prague
Authors: Jaroslav Salon, Tereza Kopečná