On February 23, messages stating 'Honey thank you for PS4' have appeared in cities across Russia on various unusual surfaces, from frozen rivers to football stadiums.
The day also marks a national holiday in ex-USSR countries celebrating men and which acts as a counterpart to International Women's Day on March 8.
Stylistically and contextually, the messages apparently mimic an odd Russian tradition of celebratory 'graffitis' left in vicinity of maternity homes where men would often thank their partners for giving birth to a child.
The PS4 ones, however, are legal and easily removable.
'The inspiration for the campaign came from the actual graffiti on one of our designer's homes that said 'Honey, thank you for Sonya' — Sonya being a popular slang for 'Sony PlayStation' in Russia,' says Oleg Barinboim, creative director for TUTKOVBUDKOV Agency responsible for the campaign commissioned by PlayStation Russia. 'Coincidentally, the name Sonya, the shorter version of Sophia, is the most popular baby name in the country. Now that the campaign's launched, we made every Sonya graffiti a part of PS4 promotion'.
The campaign is a first for PlayStation Russia, to source a local insight rather than adapt a global ad, in addition to the timing and style of 'honey thank you' messages that were designed specifically to highlight the console's status as the most desired Father Day's present.
'Honey, thank you for Sonya' — the graffiti that inspired the campaign