Fly with us

Creative idea

Flying has long been a symbol of freedom - the ability to experience a state of openness and possibility. Ski jumpers represent this idea in a unique way. Their movements in the air become a metaphor for liberation. Like birds traveling in flocks, jumpers on the poster move as a group, symbolizing the idea of unity and community. Although ski jumping may appear to be an individual sport, it is deeply connected to teamwork, shared effort, and mutual support. The poster emphasizes this collective spirit, showing that freedom is not only an individual experience but one that gains deeper meaning within a community. It highlights that the sense of belonging is something we create together, and only within such a shared space can individuality fully blossom. The composition plays with this symbolism, where emptiness itself becomes a metaphor for freedom - an open space inviting self-expression. The poster’s deliberate lack of additional elements reinforces the idea that finding the right place not only creates this sense of openness, but also allows us to detach from the outside world, immersing fully in the moment and in ourselves. By combining the symbolism of freedom with the strength of belonging, the poster communicates a universal message- we feel most free in the places where we truly belong. Ski jumpers in flight remind us that independence and togetherness are not opposites, but complementary values. The poster captures this duality, portraying flight as both a personal expression of freedom and a shared journey of connection.

Agency: Saatchi & Saatchi Warsaw
Authors: Justyna Ośka-Gorzelińska