Whatever Moves You

Creative idea

Our creative concept focuses on the emotions of the crowd at the Planica Ski World Cup. Instead of showing only the athletes, we turn the camera toward the people along the slopes. Through a photographic treatment, we capture the many feelings that this event can inspire: excitement for the sport, love for nature, care for the environment, or simply the joy of being together. To bring this idea to life, we created a multi-subject campaign with 3 posters. Each poster highlights two people in the crowd, framed by the iconic Mastercard logo. The circle draws attention to them, showing how close they stand to each other, but also how different their emotions can be. One might be cheering with passion, while the other is quietly taking in the beauty of the mountains. Someone might be enjoying the thrill of competition, while the other one is focused on spending time with friends. The contrast shows that in Planica, there is space for everyone. No matter what brings you there—sport, nature, sustainability or fun. And the Mastercard logo becomes more than a symbol: it acts as a lens that celebrates individuality while also showing connection. The lines of the campaign is supported by a body copy that explains the message clearly: every person experiences the Ski World Cup in their own way, and that diversity is what makes it special. Planica is not just an event for ski fans, but a place where all passions meet. With this campaign, Mastercard shows its commitment to inclusion, accessibility, and shared experiences.

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