Witnessing human greatness. Priceless.

Creative idea

Ski Flying is not just another winter sport. It is one of the most extraordinary human endeavors that challenges the laws of nature and redefines what the human body and mind are capable of. With every jump, athletes push into the unknown, extending the limits of speed, distance, and altitude, proving that the human spirit knows no boundaries. The essence of Ski Flying lies in the pursuit of greatness: faster than the world’s fastest animals, higher than oak trees, and further than football fields. These comparisons show just how breathtaking the discipline is. We wanted our poster to emphasize these incredible facts and spotlight the champions who dedicate their lives to mastering this art. Their passion, perseverance, and love for the sport embody the very definition of human greatness. Every flight is a story of courage, discipline, and the dream of conquering the skies. Moreover, we hid in there the notoriously known circles of Mastercard. The visual is not about numbers alone but about celebrating human potential. The minimalistic yet powerful design invites viewers to look up and feel the awe Ski Flying delivers. Our message is simple and universal: witnessing human greatness is priceless. The poster is more than an invitation to a sporting event. It is a call to join a collective experience where fans and dreamers unite to celebrate courage and passion. Audiences become more than spectators—their support empowers the athletes to fly higher, faster, and further. True greatness is never achieved alone; it thrives when seen, celebrated, and shared. This is why the campaign is a perfect fit for Mastercard. The “Priceless” platform has always been about connecting people to moments that go beyond transactions. Ski Flying, with its blend of awe, human ambition, and emotional power, delivers exactly such a moment. Our poster aligns the spirit of the sport with Mastercard’s promise: enabling people everywhere to witness and share experiences that money cannot buy.

Agency: LEO PRG / Publicis Groupe
Authors: Nadezda Tuzhilkina, Martin Bozik