HONEY THANK YOU FOR PLAYSTATION 4
| Title | HONEY THANK YOU FOR PLAYSTATION 4 |
| Brand | SONY |
| Product/Service | SONY PLAYSTATION 4 |
| Category |
E02. Ambient Outdoor |
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Entrant
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TUTKOVBUDKOV Volgograd, RUSSIA
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Idea Creation
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TUTKOVBUDKOV Volgograd, RUSSIA
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Media Placement
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TUTKOVBUDKOV Volgograd, RUSSIA
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PR
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TUTKOVBUDKOV Volgograd, RUSSIA
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Production
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TUTKOVBUDKOV Volgograd, RUSSIA
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Credits
| Dmitry Tutkov |
TUTKOVBUDKOV |
Creative Director |
| Dmitry Kostuchenko |
TUTKOVBUDKOV |
Art Director |
| Oleg Barinboim |
TUTKOVBUDKOV |
Creative Director |
Write a short summary of what happens in the ambient or digital execution or campaign.
On Russian Father's Day, February 23, messages 'Honey Thank You for PS4' were scotch-taped, watercolored or sprayed on various unusual surfaces, from frozen rivers to football stadiums, in cities across Russia.
Stylistically and contextually, 'Honey Thank You for PS4' messages mimicked an odd Russian tradition of celebratory 'graffitis' left in vicinity of maternity homes wherein men would often thank their partners for giving birth to a child by saying 'Honey thank you for the kids'.
For the campaign, we took the existing formula, but juxtaposed 'kids' with 'PS4', suggesting that it is PlayStation 4, and not the child, that is the most desired Father's Day present in Russia.
The PS4 messages, unlike the originals, were completely legal and easily removable. In total, 65 surfaces in 8 Russian cities were used, either of natural origin, such as ice or snow, or paid-for advertising spaces on apartment blocks or empty billboards.
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.