HONEY THANK YOU FOR PLAYSTATION 4
Title | HONEY THANK YOU FOR PLAYSTATION 4 |
Brand | SONY |
Product/Service | SONY PLAYSTATION 4 |
Category |
A01. Art Direction |
Entrant
|
TUTKOVBUDKOV Volgograd, RUSSIA
|
Idea Creation
|
TUTKOVBUDKOV Volgograd, RUSSIA
|
Media Placement
|
TUTKOVBUDKOV Volgograd, RUSSIA
|
PR
|
TUTKOVBUDKOV Volgograd, RUSSIA
|
Production
|
TUTKOVBUDKOV Volgograd, RUSSIA
|
Credits
Dmitry Tutkov |
TUTKOVBUDKOV |
Creative Director |
Dmitry Kostuchenko |
TUTKOVBUDKOV |
Art Director |
Oleg Barinboim |
TUTKOVBUDKOV |
Creative Director |
Cultural/Context information for the jury
The campaign was launched in time for one of the biggest local celebrations — Russian
Farther’s day (February 23) — which is a national holiday in ex-USSR countries for men and
fathers that acts as a counterpart of International Women's Day on March 8. It is customary
to make special presents to men that day.
The creative idea for the campaign is based on a weird Russian tradition of leaving
celebratory graffitis to women who gave birth to a child wherein men would often thank
their partners for giving birth to a child by saying 'Honey thank you for the kids'.
The inspiration for the campaign came from a series of graffitis that said 'Honey thank you
for Sonya'. Sonya, shorter version of Sofia, is the most popular baby in Russia in
2017-2018. Coincidentally, Sonya is also a popular slang for 'Sony PlayStation' in Russia.
Translation.
The campaign was launched in time for one of the biggest local celebrations — Russian
Farther’s day (February 23) — which is a national holiday in ex-USSR countries for men and
fathers that acts as a counterpart of International Women's Day on March 8. It is customary
to make special presents to men that day.
The creative idea for the campaign is based on a weird Russian tradition of leaving
celebratory graffitis to women who gave birth to a child wherein men would often thank
their partners for giving birth to a child by saying 'Honey thank you for the kids'.
The inspiration for the campaign came from a series of graffitis that said 'Honey thank you
for Sonya'. Sonya, shorter version of Sofia, is the most popular baby in Russia in
2017-2018. Coincidentally, Sonya is also a popular slang for 'Sony PlayStation' in Russia.