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.