We all feel it. That's priceless.

Creative idea

We’ve all felt it, the rush of wanting to fly. On a swing, soaring high enough to almost touch the sky, with the wind on your face and your heart skipping a beat. On a trampoline, bouncing higher and higher until the ground seems to disappear beneath you. Or in the joy of being lifted into the air by our parents, giggles trailing the weightless moment when anything feels possible. That fleeting thrill is universal, a feeling we carry from childhood into the moments that define us. In Planica, that feeling takes flight for real. Ski jumpers launch into the sky, and the whole crowd rises with them, swept up in the collective gasp and shared heartbeat. It’s not just about sport; it’s about the feeling we all carry, no matter who we are or where we’re from. Inclusive. Accessible. Shared. The diagonal motion captured in type and image mirrors the athletes’ speed. By emphasizing the sky over the ground, the campaign celebrates that rare experience of weightlessness, where fear disappears and joy takes over. By pairing these childhood moments—swings, trampoline bounces, and lifts we’ve all known—with the leap of a ski flyer, the posters celebrate inclusivity and the energy of togetherness. When a feeling is this universal, it belongs to everyone. That shared feeling is Priceless. In 2026, Mastercard invites the next generation to jump into a world where everyone belongs and relive it together at the FIS Ski Flying World Cup in Planica, celebrating courage, joy, and the thrill that connects us all.

Agency: Burson Global
Authors: Vishwa Patel and Laura Gonima