Me jumping to conclusions

Creative idea

Everyone loves memes. They’re today’s language. Fast, ironic, and viral. They make us laugh, but they also have the power to expose uncomfortable truths. That’s why they resonate so strongly with Gen Z, a generation that calls out clichés, rejects denial, and trusts brands that reflect their values. And honestly, we feel the same way they do. In 2025, it’s almost unbelievable that people still deny climate change. It’s absurd, even shocking, to witness. In the trend “Me jumping to conclusions” we saw more than a joke. We saw a cultural code waiting to be twisted into meaning. From silly assumptions to serious awareness, from laughter to genuine reflection. By hijacking this meme, we wanted to position Planica as more than a sporting stage, but as a symbol of belonging. People, especially young audiences, want to feel part of something, a movement, a community, even as consumers. They want brands to stop being passive and start showing proof. That’s why we wanted to show Slovenia and Planica as the safe space they are, where care extends to everyone and to every living being. Because that’s not sponsorship. That’s connection. That’s Priceless. And yeees, in a world where memes shape conversations and climate change shapes our future, the role of brands is no longer to entertain from the sidelines, but to lead with truth. This bold idea makes Planica a global symbol that transcends sport: an invitation for every generation to fly higher, together, in a place where everyone truly belongs.

Agency: Moov Media Group - Chile/La Destilería - Ecuador
Authors: Jeshua Quimí & Suzanne Soria