The sky belongs to everyone

Creative idea

Planica has long been a symbol of human daring and sporting excellence. Known worldwide as the cradle of ski flying, this breathtaking venue has hosted countless historic moments and record-breaking jumps, inspiring generations of athletes and fans alike. Every year, Planica transforms into a stage where gravity is challenged and limits are redefined. Yet, despite its rich tradition and pioneering spirit, one milestone has remained untouched. That is about to change. In 2026, for the very first time in history, women will fly in Planica. This groundbreaking moment will not only mark a new chapter for ski flying but also redefine what is possible for the future of the sport. This idea builds on Mastercard’s Priceless philosophy, which celebrates experiences that cannot be measured in money, only in meaning. The philosophy also champions inclusivity and equality. The first ski flying competition for women in Planica is exactly such a moment. One that should be celebrated. The concept is captured in the headline: “Finally, the sky belongs to everyone.” After all these years, women are finally given the chance to show that they can do it just as well, or even better (looking at you, Nika Prevc) as men. The secondary message, “Witnessing history, as women fly in Planica for the first time ever: priceless,” clarifies the meaning, connects the idea directly to Mastercard’s Priceless initiative, and invites everyone to witness this milestone. Visually, the campaign plays with perspective. From a distance, every ski flyer looks the same: defying gravity, embodying courage. As the viewer comes closer, they notice the difference: men and women, both soaring on skis, both proving that the dream of flight knows no boundaries. By giving women the same opportunities, this event becomes more than just a sporting event. It becomes a symbol of equality. A reminder that each step toward inclusion inspires the next, encouraging us all to believe in and work toward a more equal world.

Agency: Agencija 101, Ljubljana
Authors: Gašper Potočnik, Teja Medvešček