Jumping Animals

Creative idea

We decided to be very serious about breaking the good-student rules. A 'right answer' alone does not inspire people. Have you ever done your homework just because your mom said so? At least, I haven't. If correct statements could change behavior, AI would write every creative message, and conflicts would have ended long ago. Therefore, the straight statement 'Planica is more than a sports event and welcomes everyone' won't change people's behavior. Instead, we looked at a what-if world. What if a world where everyone belongs had already been achieved? Then, even animals would look forward to Planica! By showing animals excited about Planica, which goes beyond every division and barrier, viewers can feel that they are welcome too. It may look playful, but it's not just for fun. Humor is a tool to help us reach our goal. This poster series says, ''Here is a place anyone can enjoy, with no divisions and no barriers.'' That's why we use two posters with clear taglines: Poster 1 (Cat): “(Cat) also can’t wait. Let’s jump into fun for everyone.” Poster 2 (Dog): “(Dog) also can’t wait. No divisions. No barriers. Nothing but Planica.' In this series, the visuals and taglines help young people understand that everyone belongs in Planica. This series also hacks everyday life. After seeing it, every time you see a dog bounce or a cat jump down from a wall, you’ll remember Planica. The idea can easily extend to social media. With the hashtag #EvenTheAnimalsBelong, you can post short clips of animals jumping for a chance to be invited to Planica. Animals are loved worldwide, so anyone can feel they can join.

Agency: FIELD MANAGEMENT EXPAND Inc.
Authors: Ryunosuke Tanaka, Hori Seigo