The Two-Circle View

Creative idea

INSIGHT Ski jumping is one of the few sports where fans routinely watch through binoculars. From most spots on the hill, you don’t see the full arc: if you’re lucky you catch the take-off or the landing, but rarely the whole flight. Fans bridge that gap in a simple way with two circles of glass that bring the action closer. Those two circles are a powerful, shared behavior in Planica ...and they echo another pair of circles fans already know: Mastercard. IDEA Turn the crowd’s habit into a brandable system: The Two-Circle View. We make binoculars the “language” of the print/poster campaign, using their shape to dramatize how ski jumping is best experienced together. The line between product truth and brand truth is clear: “Two circles of binoculars to see it all. Two circles of Mastercard to pay for it all.” That thought is captured in a simple footer that repeats across the series: Binoculars for a better view. Mastercard for everything else. Two circles that bring everything within reach. Get closer at Planica. It’s priceless. EXECUTION A trilogy of posters mirrors the narrative of a jump: — anticipation on the inrun (“When anticipation fills every lens”), — flight (“When all eyes follow one flight”), — celebration (“When two circles catch pure joy”). Each visual places the key action inside a soft binocular mask, surrounded by a subtle field of overlapping “lenses” (binocular masks) to suggest a crowd focusing together. Note: The images in “Flight” and “Celebration” are real and taken from the FIS Ski Flying World Cup website (planica2023.si). The image in “Anticipation” is AI-generated due to a lack of suitable photos on the organizer’s site. SUMMARY The Two-Circle View turns a distinct fan behavior into an emotional, modern platform that belongs to Planica—and, naturally, to Mastercard.

Agency: Saatchi & Saatchi Prague, České dráhy a.s.
Authors: Vojtěch Vaník, Hana Panušková