Land Where You Belong

Creative idea

The main character of the poster is a ski jumper, soaring gracefully over the mountains that define Planica. He is not just an athlete in flight, he is a symbol of Planica itself and a reflection of everyone who can identify with the spirit of this extraordinary place. The mountains beneath him are made of real newspaper articles - stories from the world around us, often harsh, critical, and overwhelming. Normally, we encounter these stories as reminders of challenges and struggles, but here, they transform into a narrative that celebrates connection, inspiration, and the power of shared experiences. When the focus turns to Planica, the articles tell a different story - one of a place that transcends generations, a place where people of all ages come together and feel a genuine sense of belonging. This is precisely what the slogan “Land where you belong” conveys. It functions on multiple levels: literally, it invites every individual, in their own journey, whether in sport, work, or life - to land safely in a place where they feel at home. Figuratively, it speaks to the universal desire to find a space where one’s presence is valued and celebrated. Planica, in this sense, becomes more than a ski jumping venue; it is a symbol of community, connection, and continuity. The poster captures this essence visually and narratively, transforming the harshness of the outside world into a backdrop for a story about unity, excitement, and inclusion. Through the combination of dynamic imagery, authentic storytelling, and a slogan that plays with words, the poster communicates the heart of Planica: a destination that inspires, welcomes, and reminds us that everyone has a place where they truly belong.

Agency: Friday Finally, Belgrade
Authors: Milica Surutka