ClarinsMen - "Ad that you can feel by skin"

Proximity Russia

Proximity Russia Moscow, Russia

2026

Title	Ad that you can feel by skin
Agency	Proximity Russia
Campaign	Ad that you can feel by skin
Advertiser	Clarins
Brand	ClarinsMen
Date of First Broadcast/Publication	2020 / 5
Business Sector	Hygiene & Personal Care Products
Story	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.”
Media Type	Television
Length	92 seconds
Entrant Company	Proximity Russia
Creative director	Andrey Iliasov
Strategic Planning Manager	Marianna Kolupaeva
Creative Awards Director	Lily Kechina
Digital Account Director	Elena Vratskaya
Digital Manager	Irina Zemskaya
Varvara Sheremet	Junior Art-buyer