Priceless Strokes

Creative idea

“Priceless Strokes” visually invites new generations to experience more than just a sports event. Each poster uses minimalistic ink painting style and bold typography to tell a story of courage, movement, and belonging, reflecting on Mastercard’s values of inclusion, accessibility, sustainability, and shared experience. The first poster captures Konrad Schumann’s historic leap over barbed wire in 1961, symbolizing the universal pursuit of freedom and the breaking of barriers. The second features a ski jumper soaring, their flight connecting generations and cultures, and embodying the collective energy of the World Cup. The third poster brings the narrative into the present, featuring an urban street dancer mid-leap, which is an expression of individuality, diversity, and the modern spirit of belonging. The dancer’s movement echoes the courage and aspiration of the previous leaps, now set in a contemporary, urban context that resonates with sneaker culture and the Y2K aesthetic. Millennials, who lived through its original rise, feel a deep emotional tie, while Gen Z embraces it as part of their aesthetic identity. The black-and-white palette and strong contrast, inspired by the iconic Jumpman logo, create a visual bridge between past and present. The visual style is intentionally minimalistic. In a world filled with constant digital stimuli and visual overload, simplicity offers a moment of clarity and emotional resonance. The tagline, “Jump into a World Where Everyone Belongs,” guides the viewer’s eye and reinforces the emotional tone. This series positions the event as a place where technology connects, the planet matters, and everyone is welcome, inviting young, socially conscious audiences to stroke to something truly Priceless.

Agency: Dentsu Creative, Helsinki
Authors: Riikka Lahti