Common Ground

Creative idea

The Ski Flying World Cup takes place every year in Planica, Slovenia. A major event that gathers all kinds of people, that’s sponsored by Mastercard. And because we look through every little detail, we found a very curious one… Mastercard’s logo happens to be a Venn diagram, the most familiar way to show common ground between different groups. You see where this is going, right? Planica is a “World Where Everyone Belongs”, a.k.a. the common ground. In order to show that, these posters will zoom straight in that common ground. In a series of 3 posters displayed side by side, Mastercard’s logo is zoomed in to fill the entire canvas, resulting in a red poster on the left, an orange poster in the middle and a yellow poster on the right. The orange part of the logo slightly overlaps the posters next to it, connecting them all as a close-up of Mastercard’s logo. The red poster introduces the link between Mastercard’s logo and the Venn diagram, with the copy “It’s no coincidence Mastercard’s logo is a Venn diagram.” The orange poster simply places “Planica Ski Flying World Cup” on the Venn diagram’s intersection, also and mostly known as “common ground”. And last but not least, the yellow poster holds a copy claiming that this common ground, Planica Ski Flying World Cup, is where we all belong. The payoff has a double meaning here, relating both to Mastercard’s logo and the event itself. In a Venn diagram, such as Mastercard’s logo, common ground is where two different groups meet, where both of them belong. On the other hand, Planica Ski Flying World Cup (standing on this diagram as common ground) is a world where everyone belongs, making Mastercard pay off with “Common ground is where we all belong.”

Agency: Dentsu Creative Portugal
Authors: Eva Amorim & Manuel Stock