The Stamp of Belonging

Creative idea

Planica has always been about breaking barriers - both on the hill and in society. In 1985, a truly historic year for Planica, a famous stamp was created to commemorate the 50th anniversary of the World Cup. It beautifully symbolized the three ski jumping world records that were broken that year, but its symbolism went even deeper, containing a message that was ahead of its time. In a quiet, beautiful way, it represented a world where everyone belongs. The core idea of the campaign was to reframe Planica as a legacy event, not just a sports competition. We found a well-known 1985 stamp with herons (which are the symbol of Planica) that have rainbow-colored feathers. This isn't a modern addition, it's a 40-year-old historical artifact that proves inclusion has always been part of this event's DNA. “ The colors were always here, now they welcome everyone. ” Mastercard connects and enables authentic connection and experience to everyone. In the poster, we use the stamp as a strong proof of this. We are not only telling the audience that Planica is inclusive; we are showing them it has always been, since 1985. We are not just creating excitement for a sporting event; we are inviting a new generation to celebrate a purpose that has been a part of Planica's story for decades, creating a sense of shared identity and belonging that feels earned and authentic. It is a campaign that is not only bold and emotional, but also rooted in history and powered by genuine purpose.

Agency: This Is Locco, Bratislava
Authors: Tomáš Klas