A lot more than meets the eye

Creative idea

The Planica Ski Jumping World Cup, together with Mastercard, is committed to making the competition more inclusive every year. In Slovenia, 8.5% of the population lives with a disability — a significant group of fans who deserve better access to the thrill of live sport. To address this, Mastercard launched [SharePlanica.si](http://shareplanica.si/), an initiative designed to open up the experience to more people than ever before. This year, they continue on that path — with a focus on the more than 30 million blind and partially sighted people in Europe. Visually impaired people love sports as much as anyone else. And for them, a live event can be the ultimate way to experience it. The roar of the crowd, the energy in the air, and the shared emotion of every jump aren’t things you watch. They’re things you feel. That’s why Mastercard invites visually impaired fans to experience the thrill of the World Cup with a print campaign designed especially for them. While the campaign is primarily aimed at visually impaired sports fans, it will also reach a broader audience. The poster includes a translation for sighted people, ensuring the idea resonates widely. A visual created for visually impaired audiences also captures the attention of sighted audiences, especially younger, socially conscious fans who value inclusion. The Planica Ski Jumping World Cup has an atmosphere that is truly worth feeling. It is a lot more than meets the eye. *(Translation of the Braille in the print: “Welcome to the Planica Ski Jumping World Cup — an atmosphere worth feeling.”)*

Agency: NORD DDB Helsinki
Authors: Ayan Aden