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'.

The PS4 messages, however, were 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.

The goal of the typography was to stay as close to the style and the manner of original 'Thank you for the kids' messages as possible.

The messages were either scotch-taped, watercolored, or sprayed with washable paint so as not to harm the surfaces they were used on.

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.

'Honey, Thank You for PS4'

PS4 stands for Sony PlayStation 4, the product.