Last seen: Belonging

Creative idea

What if being seen was not enough? Many people are visible, but only through labels. A wheelchair user is seen for their chair. A person of different skin color is seen for their race. A trans person is seen for their gender identity. An albino athlete is seen for their unusual appearance. But none of these labels capture the full truth of who they are. They are human beings, carrying the same thrill, the same heartbeat, the same rush of emotion as anyone else. Sport is one of the few places where these barriers dissolve. In Planica, surrounded by nature and charged with atmosphere, every person steps into the same story. What unites us is not a label, but the adrenaline, the roar of joy, the universal sense of belonging. Mastercard has always stood for Priceless. Moments that cannot be bought, only lived. This idea captures those moments in close-ups of faces alive with pure emotion: joy, tension, release. Faces of different ages, ethnicities, abilities, and identities are revealed as individuals, never reduced to stereotypes. On their skin, Mastercard’s colors appear as face paint, turning the logo into a living symbol of inclusion and shared humanity. The execution is deliberately variable, highlighting a range of inclusive themes across three key visuals: a person with Down syndrome representing disability, an LGBT+ fan whose identity is acknowledged without reductive symbols, and a person with albinism challenging conventions of beauty. Each poster tells a different story, yet all unite under the same heartbeat of sport and the same promise of Priceless moments. “Last seen: Belonging.” Borrowing the language of digital status, the line underlines what people crave most: not just to be noticed, but to be truly seen. With this idea, Mastercard does not simply sponsor a sporting event. It creates a world where everybody belongs. Not for their labels, but for their humanity.

Agency: dentsu, Prague
Authors: Tereza Kovandová, Štěpán Zahálka