Unofficial Diplomacy

Creative idea

Looking at online pictures from the Ski Jumping World Cup in Planica reveals a multitude of fans holding the flags of their countries in close proximity to one another. But there’s more to it there: moments when different cultures intersect, brought together by the same passion for ski jumping. That's a priceless moment and Mastercard is its enabler. Presenting: Unofficial Diplomacy Planica, during the Ski Jumping World Cup, becomes a place where diverse cultures are brought together through a shared passion for ski jumping. The idea’s objective is to show Planica's inclusivity during the Ski Jumping World Cup and present it as a place where everyone comes together, regardless of background, culture or global politics. To achieve this, the intersection of people at the event was dramatized through the intersection of country flags in the crowd, forming Mastercard’s pricelessness with the iconic red and yellow circles of its logo. All in a series of three posters. This intersection highlights what's priceless: people from different cultures brought together by the same passion, building bonds in a place that fosters this. In this way, a common behaviour in the cheering crowd at Planica is also used: fans waving the flag of their country to support their national athletes. One poster shows the flags of Poland and Ukraine intersecting, symbolizing a friendship being formed between a Polish and a Ukrainian citizen, brought together by the same passion. Another poster falls under the same concept, this time showing the flags of the Netherlands and Sweden intersecting. The trilogy ends with a poster that shows the priceless intersection between someone from Germany and someone from Austria through their flags. The message captures the twist that occurs at Planica: unofficial diplomacy and surprising bonding moments.

Agency: McCann Worldgroup Romania, Bucharest
Authors: Maria Ivan & Ionut Talos