Shadows of Planica

Creative idea

Have you ever been to a sports event, music festival, or cultural celebration where you suddenly became friends with strangers? At the very least, you may have felt a bond with the people around you because you shared the same energy and excitement in that moment. We believe the same is true for the Ski Jumping World Cup in Planica. To show that this competition is more than just a sports event and that everyone is welcome, our core idea is to capture the moment when this sense of togetherness is born. So, when does this moment occur? It happens when an athlete, with courage and risk, launches into the air, and the crowd unites to cheer him on. In that instant, there are no borders, no differences of race, religion, sexuality, or disability. What remains is pure respect and a collective hope for success. The athlete himself also becomes part of that shared emotion. This poster visualizes that moment of unity through the motif of shadows cast on the snow. Every shadow, whether from athletes or spectators, is the same color. People from different walks of life come together in one place, share one single emotion, and symbolically become one color. For this reason, the tagline is: 'Jump from the everyday. Land as one.” The composition naturally guides the viewer's eye from the shadow of the ski jumper to the silhouettes of the crowd and finally toward the tagline and logos. Through this iconic expression, the poster invites young audiences not merely as 'spectators' but as 'participants' in the priceless experience of belonging.

Agency: FIELD MANAGEMENT EXPAND Inc.
Authors: Ryunosuke Tanaka, Hori Seigo