The warmest feeling

Creative idea

Cold has always brought people closer. Since the beginning of time, when temperatures dropped, humans instinctively pressed together for warmth. That ancient behavior remains with us today, an evolutionary reflex reborn in modern moments of connection. In Planica, during the Ski Jumping World Cup, the snow creates the perfect stage for this closeness. The crisp air isn’t just a backdrop; it’s an invitation. Fans gather shoulder to shoulder, not only to keep warm, but to share in something larger than themselves: the thrill of the jump, the beauty of the mountains, and the pulse of thousands breathing in unison. That’s what our print ad captures. Against the bright blue of the sky, a jumper soars above while two people embrace below. Maybe they are best friends, maybe they just met. What matters is that this moment brought them together. At -5°C, they discover warmth not from the sun, but from each other. The hug becomes more than an action; it becomes a symbol. It embodies the emotion that rises when voices merge, when excitement aligns, and when joy multiplies in a shared crowd. This isn’t only about ski jumping. It’s about belonging. It is about how, even in the coldest snow, people create their own heat through connection. It is about community, and the priceless value of being part of something greater than oneself. Mastercard’s values are present not only in the message but also in the aesthetic: a celebration of togetherness, of experiences worth sharing, and of human closeness that transcends the event itself. This is Planica. This is warmth beyond temperature. This is community worth celebrating.

Agency: The Newtons Laboratory, Athens
Authors: Andriana Rodakou, Konstantina Stigka