Sony Russia Celebrates International Women's Day with Graffiti and Playstations

Earlier this month, SONY Russia, creative agency TUTKOVBUDKOV and Facebook Creative Shop launched the counterpart to last year's Playstation Father's Day / International Women's Day campaign. 

On March 8th, a series of multilingual stickers became available in Instagram Stories - searchable under 'thanks' and 'spasibo' (meaning 'thank-you' in Russian). They were inspired by the quirky Russian tradition of leaving celebratory 'graffitis' for women who have just given birth. The sticker pack is part of a larger campaign and marks a return for Playstation Russia and TUTKOVBUDKOV to the subject matter of last year's Father's Day celebration. This time, however, they decided to present Playstation in a positive light.  

Since most of the graffitis bear the name 'Sonya' (short for Sofia, the most popular baby name in Russia for three years in a row), SONY took notice - after all, Sonya is also popular Russian slang for Playstation consoles. This year, they decided to transform the decades-old vandalism trend into social good. To prevent more vandalism from appearing in the streets, SONY allowed Russian fathers to generate the graffiti on Instagram instead. 

TUTKOVBUDKOV teamed up with Facebook's Creative Shop to launch and promote a unique sticker pack for Instagram Stories that would allow men to celebrate women in their lives and acknowledge their contributions (which are not limited to having a baby) in a safe and legal manner - and yet to do so on every surface in the country. 

Christina Keller, director of Creative Shop, Central Europe said: 'This was a great idea to prevent from more vandalism and still thank your loved ones.'