International Women’s Day: Mothernymics

BBDO Russia Group decided to shake people's convictions by urging them to breach a centuries-old tradition…in a cute and provocative manner.
Just before the 8th of March, the International women's day, we launched 8mamarch site where anyone could temporarily change patronymic to MOTHERnymic and send mother a complimentary postcard with MOTHERnymic in her honor. In Russia patronymic must be formed from the father's name only and is mandatory in each Russian ID. While making postcard people got familiar with the problem. The idea was so unexpected, provocative and dare that in few days this one-week campaign attracted people’s attention not only in Moscow but also throughout Russia. The project received a massive coverage, ordinary people and many well-known celebrities actively shared postcards with their "mothernymics" in social networks.