Planica - a home where everyone belongs

Creative idea

When Slovenians sing “Oj, Triglav, moj dom”, it is more than just a song – it is a piece of national identity. It is a patriotic anthem dedicated to their homeland, rooted in pride, tradition and an unbreakable bond with Slovenia’s highest mountain. The lyrics have always carried the weight of belonging to one land, one culture, one people. But during the Ski Jumping World Cup, the emotions of ski jumping are so powerful, so universal, that they transcend borders. The air vibrates not only with the flight of athletes, but also with the energy of thousands of fans who come together from all over the world. Our creative idea takes this transformation and makes it tangible. By striking through Triglav and moj dom and replacing them with Planica and our home, the poster symbolically shows how a national symbol opens up to the world and invites everyone - to share the same thrill, to feel the same belonging - no matter their language, nationality or where they come from. Visually, the poster merges the monumental presence of Triglav and Planica ski slope with the soaring motion of a ski jumper, turning the mountain into a stage for shared emotion. The handwritten, crossed-out typography emphasizes the transformation of the patriotic line “Oj, Triglav, moj dom” into the inclusive “Planica, our home,” symbolizing how local pride opens up to global belonging. The bold use of national colors alongside the Mastercard circles reinforces both cultural roots and universal connection. What was once a hymn to one mountain has now become a global anthem of unity and belonging. In Planica, you don’t need to be Slovenian to feel at home. All you need is to be there, carried by the same energy, standing shoulder to shoulder with strangers who instantly feel like family.

Agency: DDB Warszawa, Warsaw Poland
Authors: Milena Zielonka, Gabriela Tram