Every jump in Planica is priceless

Creative idea

The Ski Jumping World Cup in Planica is not only about distance, speed or records. It is about those moments when people hold their breath together, when a single jump unites thousands of voices, when you feel that you truly belong. These moments cannot be bought - they are priceless. The poster captures this philosophy through a simple human image. Two people in black winter hats stand side by side. On top of one hat is a red pom-pom, on the other a yellow one. As they touch, the pom-poms overlap and naturally form the Mastercard symbol. In that small gesture of closeness, the message of belonging becomes visible and authentic. In the background a ski jumper soars high above the hill of Planica, framed by glowing mountains and a warm sunset. The athlete appears to be flying right between the two circles, suspended not only in air but in meaning. Sport here is not just performance – it is connection, trust and shared energy that binds people together. The slogan “Every jump in Planica is priceless” connects the visual with the idea. Each jump, whether on the ski hill or in life, carries more than meters: it carries love, friendship, courage and community. Combined with the message “Jump into a world where everyone belongs”, the poster extends this meaning universally – to all generations, cultures and identities. It tells young audiences that Planica is more than a competition - it is a place where people come together, where diversity is celebrated, where every jump is both personal and collective. A Priceless moment of belonging, open to all, and a reminder that the most valuable things in life cannot be measured, only shared.

Agency: Student, Belgrade
Authors: Sergei Demin