Reflections

Creative idea

Insight Fans and spectators at live events can push athletes to deliver better performances. However, the cameras only capture the athlete. Yet the fans deserve the same attention. Idea So we turned the perspective around. Through the eyes of the ski jumper, we placed the focus on the audience. Because the most valuable view for an athlete is not the finish line, but the fans who carry him through every moment of the jump. They are the true source of energy that transforms performance into victory. Execution Our key visual captures a close-up of a ski jumper mid-flight. Reflected in his goggles is a crowd of fans – cheering, clapping, and fueling his performance. The reflection symbolizes that the audience is never out of sight, but always an inseparable part of his success. To integrate Mastercard’s sponsorship directly into the design, the lenses of the goggles were created in the signature tones of the Mastercard logo, reinforced with the brand itself. The visual works seamlessly both offline and online – as an invitation to the event, as well as an on-site element amplifying the spirit of cheering. Impact The campaign doesn’t just communicate Mastercard’s sponsorship – it celebrates the fans as the true driving force of victory. By shifting the spotlight from the athlete to the people in the stands, Mastercard gave everyone the feeling that they are not just spectators, but an essential part of every win. It turned cheering into a symbol of unity, where every clap and shout becomes part of the triumph itself.

Agency: Istropolitana Ogilvy
Authors: Viktória Hrnčárová, Vlastimil Mesko