Some jumps are too big for a screen

Creative idea

We turned one of the most familiar features of online platforms — the “skip” button — into our own medium. Every day, millions of people click on it, and especially for the 18–35 age group, this experience has become an inseparable part of the content they consume. Skipping what they don’t want to see has almost become a reflex. We decided to disrupt this behavior by rethinking the meaning of “skip.” With a simple yet powerful touch, we hacked the button itself. When the cursor hovered over the letter “p,” the word “skip” instantly turned into “ski.” In that moment, an ordinary act of skipping transformed into the excitement of ski jumping. This transformation turned an ordinary and almost invisible element of the digital journey into an unexpected message. Instead of ignoring it, users were faced with a creative and playful invitation. A small detail, often overlooked right in front of their eyes, was reimagined into a creative solution pointing to an experience far too big for a screen. Through this idea, we invited people to one of the world’s most spectacular sporting events — the FIS Ski Jumping World Cup Final. It’s a competition that can be watched on screen, but its true excitement can only be felt live. Taking place only once a year, it becomes an unforgettable experience when witnessed in person. By reimagining a universal online behavior, we managed to engage our target audience in their own environment, capture their attention, and invite them to step away from their screens to experience an unforgettable moment live.

Agency: Glamly Istanbul, Roy+Teddy Istanbul
Authors: Mehmet Öney, Çagatay Akin