2018 Print & Outdoor Craft

HONEY THANK YOU FOR PLAYSTATION 4

ClientSONY
Category A01. Art Direction
TitleHONEY THANK YOU FOR PLAYSTATION 4
Product/ServiceSONY PLAYSTATION 4
Entrant TUTKOVBUDKOV Volgograd, RUSSIA
Idea Creation TUTKOVBUDKOV Volgograd, RUSSIA
Media Placement TUTKOVBUDKOV Volgograd, RUSSIA
PR TUTKOVBUDKOV Volgograd, RUSSIA
Production TUTKOVBUDKOV Volgograd, RUSSIA
Credits
Name Company Position
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.