Those Who Don't Jump, Cheer.

Creative idea

In most European countries, there is a famous sports chant: “Who doesn’t jump, isn’t _____.” The blank is filled with the country’s nationality, depending on the language and who is chanting. For example, in Slovenian: “Kdor ne skače, ni Sloven’c”, or in French: “Qui ne saute pas n'est pas Français.” Our creative idea was to take this universally known chant and adapt it for the assignment as a catchy way to show that everyone is welcome and can be part of the Ski Jumping World Cup in Planica. Thanks to our research, we know that Mastercard is committed to making the world a more inclusive place. Together with the Ski Jumping World Cup in Planica, they launched an initiative (shareplanica.si), which enables people with disabilities to volunteer at Planica. This initiative breaks stereotypes, raises awareness, provides transport, and helps integrate people with disabilities, therefore gradually reducing stigma. Our biggest challenge was to show that Mastercard is genuinely committed to inclusion, without it feeling like another performative ad. We needed to create emotion and a KV that captured the sport, the fans, and the atmosphere, rather than simply adding a disability symbol to a poster. We created the KV: a happy, satisfied ski jumper looking at a group of cheering supporters, including some supporters with disabilities, which are depicted in the reflection of his goggles. Our headline is an adaptation and a play on words, combining the sport of ski jumping with the famous chant: “Those who don’t jump, cheer.” There are the athletes who ski jump, and then there is everyone else, the ones who support and cheer, no matter who they are. Our subheadline supports the message, the assignment, and the Mastercard brand: “Belonging at Planica: priceless.” This shows that everyone is welcome at Planica, with Mastercard’s famous “Priceless” claim used in numerous campaigns for decades.

Agency: applepie, Bratislava
Authors: Marcel Kuľha, Ema Cyprichová