Inclusivity Snow Marks

Creative idea

The Ski Jumping World Cup in Planica is an inclusive event for people with disabilities. And Mastercard Slovenia is a big part of the reason why everyone gets the opportunity to share priceless moments at the event, whether you have a disability or not. This inclusive side of Planica during the Ski Jumping World Cup can not only be seen in the crowd. It can be seen in the snow, as well. Presenting: Inclusivity Snow Marks An idea that flips the narrative and invites people to Planica - the world that’s inclusive for every snow mark. No matter what snow mark you leave, it's welcome in this alpine valley in Slovenia. Its objective is to present Planica during the Ski Jumping World Cup as an inclusive place. To do this, inclusivity was dramatized through the unique snow marks left by people with disabilities in the snow under the Ponce Mountains. This was achieved through a series of three posters, with three different snow tracks left by people with different disabilities. One of them shows the snow imprint left by someone in a wheelchair, while the other illustrates someone with a prosthetic leg. The final one shows a snow imprint left by someone without vision using a cane to navigate the snowy environment. All posters communicate that every snow mark is welcome. All under one message meant to capture what’s priceless: a place inclusive for everyone, regardless of their snow mark. Simultaneously,  the message invites all people to Planica during the Ski Jumping World Cup.

Agency: McCann Worldgroup Romania, Bucharest
Authors: Maria Ivan & Ionuț Taloș