Priceless Souvenirs

Creative idea

Thanks to the evolution of technology, we live in a more connected world than ever. Yet young people tend to feel socially disconnected – as confirmed by numerous studies. That is why they constantly seek a sense of belonging, often in the wrong places – like social media, where fleeting trends such as Labubu create a false sense of community. True belonging, however, comes from real-life experiences. Like the FIS Ski Jumping World Cup in Planica – an event that has brought people together ever since 1934. Throughout the years, the competition has been represented by collectable značke (pins). Each one is unique, yet they all serve the same purpose: to materialise the memory and keep it alive for years to come. And, as new generations grow nostalgic for the past, their need of keeping meaningful moments in a physical form grows as well. That is why we chose to pin – quite literally – what the Ski Jumping World Cup in Planica offers every visitor: a tangible and authentic experience, which is exactly what today’s youth crave. Therefore, in our series of posters called “Priceless Souvenirs”, we took digital symbols and gave them a new meaning by incorporating them into the context of the sports event. We used them to create pins that, though small in size, depict a big part of the competition’s core values. Each poster serves both as an invitation towards potential future visitors of FIS Ski Jumping World Cup in Planica, and as a reminder to everyone that time spent away from devices is truly priceless.

Agency: HUMAN, Sofia
Authors: Ilona Zdravkova, Neli Kirova