Shortcut to joy.

Creative idea

Life is a maze. Especially if you are on the constant lookout for joy. But (and it’s a big but, like a mountain) it doesn't have to be that way. We are all looking for shortcuts in our everyday life through experiences, and we believe that the Ski Jumping World Cup in Planica is definitely one of those shortcuts. Nothing beats the joy of coming together with your friends and family to cheer. The joy you feel when you are connected to the living and breathing group of sports fans. The joy of seeing professionals do such insanely impressive things with their skis. Or the joy of just being in a beautiful nature environment surrounded by the Slovenian mountains. What do these things have in common? They are right here, in Planica. Open to everyone and anyone. You are welcomed. No matter if you were born with skis on your feet or you haven't tried it yet. What language you speak. Or if you love or hate Labubus. The ski on our poster is calling your name and invites you to take this joyride alongside with the professional ski jumpers coming from around the world. Our ski represents all of these spirited forms of joy. With its realistic features it disrupts the children’s workbook aesthetic we set up with the maze. That ski can belong to you, or a professional. Anyone's game, just like Mastercard. Pointing upwards, symbolizing the jump. Just stomping over the maze of life, towards joy. We encourage you to jump into a world where everyone belongs: come to Planica, because it is the shortcut to joy.

Agency: Publicis Groupe Hungary, Budapest
Authors: Anna Olgyay, Junior Art Director and Máté Móritz, Junior Copywriter