The Moment We Build Together

Creative idea

Every big jump is more than an athlete’s effort — it’s something people create together. In our visual, a ski jumper is lifted by two very different hands, a symbol of how diversity and unity make moments like this possible. These hands stand for everyone who shapes the experience: fans, families, friends, volunteers, and strangers who turn sport into something greater than competition. In the background, the iconic ski jumps of Planica root the idea in a real place that has always been about more than records. Planica is where cultures meet, where generations stand side by side, and where belonging becomes visible in every cheer and shared emotion. By showing an athlete’s leap carried by human hands, we make a simple point: belonging isn’t abstract — it’s real, it’s human, and it’s shared. Even the smallest details matter, like vitiligo on one of the hands, reminding us that inclusion means embracing differences exactly as they are — not hiding them, but celebrating them. The idea is designed to grow beyond a single poster. The hands can change across executions — young and old, from different cultures and communities — always reinforcing the same truth: no matter whose hands build the moment, the outcome is inclusion. This flexibility allows the campaign to live across posters, film, social, and live activations. It can appear on-site in Planica, amplified online, or scaled into other contexts, always carrying the same message. More than a visual, it becomes a platform that celebrates Mastercard’s belief that the world we want to live in is one we build together.

Agency: Cliché Design Studio
Authors: Muminov Ashir