The Shortest Distance Jump

Creative idea

Our creative concept looks at ski jumping in a different way. Normally, the sport is all about distance—flying as far as possible. But instead of celebrating the longest jumps, we focus on the ones that really matter: the moments that bring people closer. We call these “short distance jumps”, a metaphor about connection, inclusion, and shared passion. They are the moments when fans cheer together, emotions spread through the crowd, and sport turns into a shared experience. To show this idea, we created a vintage-style poster where the ski jumper mid-flight is placed inside the red circle of the Mastercard logo, while the fans are framed in the yellow one. At the point where the two spheres meet, the jumper metaphorically reaches out to touch the hand of a supporter. The illustration was drawn by hand specifically to convey the human and warm side of our concept, becoming a metaphor of union. The line “Proud supporters of the shortest distance jumps” is playful and surprising. The body copy explains it clearly: Mastercard supports the jumps that truly matter—the ones that bring us together, make sport more inclusive and accessible, celebrate joy as something to share, and respect the world around us. With this campaign, we want to show that the Planica Ski World Cup is more than a contest of records and distances. It’s about experiences that connect people, open to everyone, and lived with respect for the environment. Short jumps are a metaphor for what really counts: togetherness, passion, and meaningful connections. And Mastercard is proud to stand behind these values.

Agency: Dentsu Creative Italy, Milan
Authors: Roberto Polito & Silvia Sciotta