SORRY I HAVE A PLANICA

Creative idea

This year, the Ski Jumping World Championship is being held in Planica, and we were asked to invite our target audience (ages 18–35) to Planica. Our starting point was the fact that young, dynamic people get invited to different places and make different plans throughout the day. But the kind of plan they make in their daily lives can also be experienced in Planica. That’s why we built our main idea around the strong and familiar phrase we all use: “Sorry, I have a plan.” We connected it to Planica and turned it into our core line: “Sorry, I have a Planica. On the posters, we asked today’s most relevant, sustainability-related questions, and every single time we gave the same answer: “Sorry, I have a Planica.” Since this is essentially a brief to invite people to Planica, our overarching message and the story we told through the posters invited a broad audience there. To us, the questions on the posters are also invitations themselves—but certain moments in Planica already encompass the experiences offered in those invitations. This is a series of ads, but if we want, we can also turn our main line “Sorry, I have a Planica” into merchandise (sweatshirts, bags, jackets, mugs, etc.). In essence, the campaign connects a familiar, relatable phrase to a world-class experience, making Planica not just a destination, but the plan everyone wants to say yes to. With this approach, we turn everyday decisions into an invitation to adventure, excitement, and unforgettable memories.

Agency: Tribal Worldwide Istanbul
Authors: Kaan Mert Kıraç & Doğukan Türk