The Inclusive POV

Creative idea

From the sky jumper's point of view at Planica, some angles reveal instances when everybody seems the same. The crowd at the Ski Jumping World Cup looks so small from that perspective, you can hardly see any significant differences between individuals. Our goal is to invite people to jump into a world where everybody is the same and show them that everyone can celebrate ski jumping, regardless of their differences. How can Mastercard Slovenia, a brand that plays a major role in the inclusive aspect of Planica, show them that? Introducing: The Inclusive POV. Through this idea, we are using the ski jumper’s point of view in order to communicate that everyone is equal and welcome at the Ski Jumping World Cup in Planica. The idea’s objective is to show Planica during the Ski Jumping World Cup as a place tailored to inclusivity. This is achieved by using the point of view of a ski jumper to dramatize what it's like to jump into Mastercard’s inclusive world. Their perspective helps us visually illustrate not just the feeling of jumping into this world, but also what's priceless at the event: a shared sense of equality among the participants. From the heights that the ski jumper reaches, differences are hard to notice, giving us the opportunity to enhance the presence of inclusivity at the event. Looking at Planica from these kinds of heights also helps us portray it as a world in a literal sense, not just a metaphorical one. The message taps directly into the topic 'Jump into a world where everybody belongs' through a priceless line that invites anyone to the event in Planica.

Agency: McCann Worldgroup Romania, Bucharest
Authors: Maria Ivan & Ionut Talos