Planica Does Ski Flying Right

Creative idea

Ski flying is a sport that severely lacks representation. Up until 2023, women were barely ever allowed to compete on the same tracks as men. But the tides finally seem to be turning. The FIS Ski Flying World Cup in 2026 will feature a historic, first-ever official female competition. After decades of being underestimated and sidelined, female ski flyers are finally getting their shot at equal opportunities. And what more fitting place than Planica? It is one of the birthplaces of the sport, in fact the spot where in 1933, Ivan Rozman constructed the very first slope that gave rise to ski flying, as opposed to ski jumping. And, coincidentally, Planica is also one of the few tracks where women have had the chance to fly just as high as men since the dawn of the sport. That's why we chose to highlight the significance of this event with a pair of posters that blurs the line between genders. Featuring nondescript ski fliers from a large distance and at high speeds, we wanted the sport itself to be the main character in order to illustrate the fact that in Planica, there truly is no distinction. Men and women go just as fast and fly just as high. This way, we shine the light on the historic magnitude of the event, while also staying true to Mastercard's "Priceless" philosophy. The brand's colors are also integrated seamlessly into the visual, driving home the company's commitment to progress and equal opportunities. In the end, the idea is truly very simple: Planica does ski flying right. Because it does it equally.

Agency: Noble Graphics, Sofia
Authors: Vladimir Nikolov, Mira Naydenova