All Eyes Up.

Creative idea

Normally, at events of any kind people compete for the best possible spot for themselves. However, at the Ski Jumping World Cup in Planica every seat is the best seat, because everyone is looking up. From here comes the main slogan of our campaign – All Eyes Up. It not only highlights our core insight but also reflects the essence of ski jumping: the most important and emotional part of the act is not the beginning or the landing of the jump, but the time the sportsman is in the air, when the entire crowd’s gaze is lifted skyward. In those moments the hill falls silent, breaths are held, and every eye follows the jumper gliding through the open air. What makes ski jumping so extraordinary is that these seconds are shared equally by everyone present, no matter where they stand or who they are. To bring this to life, we designed three posters that explore everyday situations from such events – trying to reach the front row, struggling to see because someone taller is in front of you, or simply feeling that you’re not in the right spot. But here, these usual barriers lose their weight, since all eyes are equally drawn upward. Wherever you are—at the side, deep in the crowd, or far behind—the view is equally clear, and the emotion is shared by all. Through the characters we present – families, youths, and other fans from different backgrounds and beliefs – we indirectly communicate Mastercard’s corporate values. Diversity, togetherness, and accessibility are expressed not through slogans but through relatable human moments, showing how the brand’s principles naturally live within the experience of the event itself.

Agency: Freelancer, Sofia / Student, Rotterdam
Authors: Simeon Kozhuharov / Ilin Dimitrov