BELONGING 1N M0TI0N

Creative idea

A century on in Planica, the stories of its past lie interwoven with the lives of the present and the potential of the future. The key moments along the fabric of time should be celebrated. Let us pause to take in the present together. Let us find joy and play. Let us rewind to see where it all started, or hit fast-forward to a future where the preservation of tradition and the natural environment go hand in hand. Time doesn't stand still. Time flies. So, we find Belonging in Motion. And that's what we call priceless. A key insight we chose to capture was the opportunities for adaptive skiing, meaning all can enjoy the powdered slopes. For our second insight, we couldn't overlook the fact that Slovenia was home to Anton Janša, a trailblazer in modern Beekeeping. Since bees are endangered and critical to our survival, we felt it necessary to add them to our visuals. Slovenia, with the highest number of beekeepers per capita in Europe, adds a valuable cultural insight to the country's relationship with bees. Finally, we chose to include the 1934 Planica winner Birger Rudd to take us back to where ski jumping all began in Planica, Slovenia. Peter Prevc, Tina Erzar and Ryōyū Kobayashi visually demonstrate the diversity of modern ski jumping, aiming to inspire new, unrepresented talent. We selected our key insights based on Mastercard's values of 'inclusion', 'accessibility' and 'shared experience.' Our goal was for the posters to convey a 'bold' message. We aimed to incorporate concepts that hold significant cultural meaning in Slovenia while also aligning with these three universal human truths.

Agency: elm & elm, London
Authors: Troy Matthias-Talbot & Billy Huang