Background: “Wherever you are, at the edge of the world or at the snow-capped mountain peak, “Mir” card is a reliable and convenient means of payment” - That is the key message by the Russian payment system “Mir” to its users since its launch. In 2023, to reinforce the brand’s value and support the interests of its audience with convenient payments, “Mir” launched a technology “Mir” cards as a ski-pass” at the Elbrus ski resort, reducing queues at the ticket office and at the ski lifts. Creative: The image part of the project is an art object, striking in its nativeness, installed on the highest observation deck of the resort - Gara-bashi - a mirror cube, reflecting only the beauty of Elbrus world and you. The idea is based on the target groups’ insight - the love to make selfies with the reflection of mountains in ski goggles. To strengthen the project concept, “Mir” stepped away from its standard slogan: the hashtag #отражениевашегомира (i.e. “Reflection of your world”), printed on the cube, inspires taking unusual shots and sharing them on social networks. Execution: At such height, no other brand has done anything like this - a cube measuring 3*3 meters, weighing 3.5 tons, built at an altitude of 3,847 m above sea level! The project execution appeared to be a great challenge in terms of development and management: The construction is thought out to the smallest detail: - Special mirrors don’t harm the highland ecosystem, - The object is resistant to snow and ice weight in winter, melting in spring and seismic activity. - The base is protected against temperature and humidity changes. The cube was installed in the off-season - in order to be fully prepared for the opening of the highest observation deck. Results: “Mir” integration at the “Elbrus” ski-resort has enriched the experience of its guests, adding comfort and new impressions for skiers and tourists. Usage of “Mir” cards as a ski pass increased by 77% for the year (Q1,24 vs Q1,23). For 2023, the project’s potential reach achieved 610,000 resort visitors. The art-object got included into the top-10 seasonal tourist guides by the largest Russian and local media with a total coverage of 790,000 people. This is outdoor advertising that people are eager to see themselves. And for this, they lift to the height of 3,847 meters!