When the PlayStation 4 was launched in Russia, an unusual out-of-home campaign got people talking. Based on the Russian custom of using graffiti to thank mothers who have just given birth, huge posters were hung on facades in Russia on Father’s Day. Striking high-rise buildings in various Russian cities were chosen for this purpose. The message ”Honey, Thank You for PS 4” mimics the style and grammar of the traditional baby graffiti. The only difference is that this time the graffiti was legal and easily removable. The campaign resulted in reporting on national TV and more than 100 publications in mass media, including foreign press, as well as in a massive buzz on social networks.