| Synopsis | On Russian Father's Day, February 23, messages 'Honey Thank You for PS4' were scotchtaped,watercolored or sprayed on various unusual surfaces, from frozen rivers to footballstadiums, in cities across Russia.Stylistically and contextually, 'Honey Thank You for PS4' messages mimicked an oddRussian tradition of celebratory 'graffitis' left in vicinity of maternity homes wherein menwould often thank their partners for giving birth to a child by saying 'Honey thank you forthe 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 Daypresent in Russia.The PS4 messages, unlike the originals, were completely legal and easily removable. Intotal, 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. |