Your heart will jump too: Priceless

Creative idea

Imagine the feeling of a ski jumper. Standing at the very top of the ramp, ready to dive into the steep track that will shoot him into the sky. His body tense, skis balanced, the silence before the rush. You are not up there – but for a moment you can feel it too. Because when he takes off, the entire crowd in Planica takes off with him. His heartbeat becomes yours, his courage becomes your thrill. That instant of flight belongs to everyone watching. Our idea focuses on the most dramatic fraction of the jump – the exact second when the jumper leaves the ramp and starts to fly. It is the point where adrenaline spikes not only in his veins, but in the veins of thousands of spectators. Fans don’t just observe the sport – they live it, pulse by pulse, as if carried by the same invisible air currents. This shared emotion is what makes ski flying unique: for a few magical seconds, thousands of hearts are united. The poster translates this feeling into a simple but powerful metaphor. The heartbeat line suddenly leaps, echoing the flight and the tension in the crowd. Nothing else is needed. By keeping the design radically minimalistic, we let the viewers complete the story themselves. This approach follows the heritage of Mastercard’s iconic Priceless® visuals – witty, elegant, and open to interpretation – while bringing it to life in the context of Planica 2026. By merging the universal image of a heartbeat with the breathtaking moment of ski flying, the visual speaks both to the bravery of the athletes and to the passion of the fans. It shows how one person’s jump becomes everyone’s experience. Because in Planica, when a ski jumper takes off, your heart will jump too. Priceless®.

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