Extrem sports is holding 3rd place among the most popular digital content consumed by men among all topics. You might think that It’s non-tradition territory for beauty category. But we came up with an idea how to connect this topic with Clarins Men, reach the widest-possible audience and achieve a viral effect at minimal expense. We’ve found an interesting fact: having watched sport extreme video, one of the users wrote that his hands had gotten moisturized.To implement the idea, we used the video of the Russian roofer Oleg Cricket, where he fearlessly moves around the roofs of buildings. This video makes the user involuntarily experience a different range of emotions and sensations. In the video, we integrated the product - the men's hand cream of the Clarins brand with the key message: “Natural moisturizing of the hands - as you have now.”