Любимая, спасибо за PS4

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The inspiration for the campaign came from a series of graffitis ‘Honey thank you for Sonya’ — an example of an odd Russian tradition of ‘graffitis’ left near maternity homes wherein men thank their partners for giving birth to a child. Coincidentally, Sonya is also a popular slang for ‘Sony PlayStation’ in Russia.
Messages ‘Honey thank you for Sonya’ present a quirk that is known to all Russians.
For the campaign, we took the existing formula, but juxtaposed ‘Sonya’ with ‘PS4’, suggesting that it is PlayStation 4, and not the child, that is the most desired Father’s Day present in Russia.

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