Snowprints

Creative idea

Planica is tradition in motion. A place where history runs deep and diversity thrives. Year after year, it widens the invitation so everyone can connect in their own way. Every hill carries stories. In Planica, those stories are written in snow. Some lines cut sharp and fast, others leave steady, quiet imprints, yet all converge on one hill and one feeling: belonging. That is why this poster series uses the simple yet universal metaphor of snowprints to communicate Mastercard’s values of inclusion, accessibility, and shared energy. By posing the question “Skis or...?”, the prints emphasize that there is no single way to experience Planica. Everyone creates their own path, and each path is equally meaningful. The visual minimalism, with snow textures and tracks as the central elements, keeps the focus on the idea: no matter how you move, you belong here. The claim “One hill, countless ways to belong” captures this spirit. It invites people to see the Ski Flying World Cup as a place where barriers fall, generations connect, and experiences are shared. It shows that Planica is no ordinary competition; it is an arena of energy, diversity, and Priceless moments. Young audiences, socially conscious and digitally connected, will recognize themselves in this vision. They care about inclusion, sustainability, and authentic stories. By celebrating the diversity of snowprints, Mastercard positions itself as the brand that empowers them to belong, participate, and leave their own mark. Together, these elements make Planica a world where every track matters and every person has a place. A hill of countless stories, joined in one Priceless experience.

Agency: Wiktor Leo Burnett, Mullenlowe GGK, Bratislava
Authors: Richard Sokol & Andrea Jurgošová