Jump for Joy

Creative idea

Top-level sport is about breathtaking distances, record-breaking speed and the split seconds that crown champions. Yet beyond the numbers lies something far greater – the priceless human connections that make every event truly unforgettable. The three-poster series «Jump for Joy» contrasts measurable results with immeasurable emotions. Ski jumping in Planica is Slovenia’s most iconic sporting event. Since 1934, it has been the heart of Slovenian sport. That makes it more than sport alone – it's also about togetherness, belonging, and joy. By celebrating the moments fans truly cherish: time with loved ones, laughter shared with friends, and bonds formed with strangers – we show that the magic of Planica is not only in the sport, but in the world around it. Each of the three posters is built on a simple duality: two layers that meet in one story. The silhouette of a ski jumper soaring in the background contrasts with priceless human moments in the foreground – an embrace, a smile, a friendship born. Short sublines highlight this dialogue: jump statistics on one side, human experiences on the other. Through contrasts – distance vs. closeness, time vs. timelessness, speed vs. freeze frame – the series captures both the thrill of sport and the warmth of human bonds. This directly reflects Mastercard’s philosophy of «Priceless»: while sport delivers numbers, Mastercard celebrates what cannot be measured – inclusion, accessibility, shared joy, and moments that bring people closer. The campaign transforms Planica from a sporting arena into a space of connection. Here, everyone can discover their own personal best – not measured in meters or seconds, but in memories that last forever. Jump for Joy – Come to Planica. It’s Priceless.

Agency: SEED, Almaty
Authors: Ersultan Karanov & Alfira Abdalimova