Universal belonging

Creative idea

Every year, Planica becomes a meeting point of passion, courage and community. It is a place where excitement lifts our spirits and unites us all. Through Mastercard’s values of inclusion, accessibility and connection, we imagined Planica as a place where literally everyone belongs. In our poster series, we playfully exaggerated this idea: a mermaid easily finds her place among the fans because Planica is so accessible that even sea creatures could drop by; aliens cheer from the stands because the event is so inclusive that even beings from another galaxy would feel at home; and an angel and a demon cheer side by side because Planica is so connected that even eternal rivals can share the same priceless moment. By taking Mastercard’s values to the extreme, we created a bold and youthful invitation to Planica, designed to spark the imagination of a new generation of sport seekers. The humor, the surrealism, and the diversity of characters come together to deliver a simple but very powerful message: if even they can belong here, so can you. Planica, powered by Mastercard, becomes more than an event. It transforms into a symbol of possibility and openness, a place where fans of every background, belief, and identity are welcomed with the same enthusiasm as the athletes on the hill. It is a reminder that sport at its best transcends boundaries, unites people in wonder, and creates experiences that are truly priceless. This is what it means to jump into a world where everyone belongs.

Agency: Agencija 101, Ljubljana
Authors: Tone Vastl, Pablo Turnes Jezeršek