Social Media Campaign

PS4 GOOD

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There is a Russian tradition of using graffiti to thank mothers who have just given birth. Many contain the name Sónja, because of its popularity as a baby name in Russia. Incidentally, Sonya is also a popular slang term for the Sony PlayStation in Russia. Using this connection, unique virtual “Thank You” stickers were created to move this tradition to the digital world. The virtual graffiti is now part of an Instagram camera app and can be applied with photos or videos to any wall in Russia. The stickers have been used over 15 million times and may have saved plenty of walls from being sprayed.

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Credits
  • Client:
    Sony, Moscow, Russia
  • Design:
    TutkovBudkov, Volgograd, Russia
  • Executive Creative Director:
    Dmitry Tutkov
  • Creative Direction:
    Oleg Barinboim
  • Art Direction:
    Dmitry Kostuchenko
  • Account Management:
    Sergey Polyakov
  • Production:
    Sevda Jalal, Nikita Zhuravlev, Sergey Gurchenkov
PS4 GOOD
PS4 GOOD
PS4 GOOD

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