PRICELESS TRILOGY

Creative idea

Young people don’t want to sit in the audience - they want to be written into the story. What makes a story unforgettable is not the hero’s leap, but the world that surrounds them: the fellowship, the ritual, the shared emotion. That’s when a story becomes Priceless. Planica is one of those stories. Not just a competition, but a stage where atmosphere matters as much as distance. Yet too often, sports events are reduced to numbers, records, and winners. For the next generation, the true value lies beyond meters and medals. It lives in the audience, in the collective gasp before takeoff and the roar after landing. And above all, it lives in the values that keep Planica alive - accessibility, connection, and sustainability - ensuring everyone can be part of the story, now and in the future. This sets up the challenge: how do we communicate Planica not just as a sport, but as a story everyone belongs to? To make these values resonate, we chose a visual language that is both globally recognisable and emotionally universal: cinema. Just as films create belonging through shared stories, Planica expresses its values through reimagined iconic movie posters - instantly recognisable, yet retold through the Priceless lens. The poster series becomes a metaphorical stage where everyone is part of the story. Each poster ties back to one of Planica’s values, completing the circle. E.T. is reimagined as P.T. - the upcoming Planica Twenty-Six, symbolising accessibility and the power of one joined by thousands. Mean Girls is flipped on its head - from Plastics to No Plastics - turning exclusion into sustainability. And La La Land becomes Planica Land, celebrating connection, and the magic of being part of something bigger. Together, the three posters form a series: each one standing alone, carrying the essence of Planica, but also strong(er) together as a trilogy of values. Just like Planica itself: Priceless because of the people, the energy, and the future it protects.

Agency: DROM Agency, Ljubljana
Authors: Lučka Fabijan, Ivona Repše