Mother's Day is a young holiday that can and should become popular. We found an insight that is clear and close to everyone: to make mother happy, you need to remember her wise advice and follow them. One of the most popular is “Put on a hat!” The project “Mom, I’m in a hat” is a good reason to say that everything is fine with you, to congratulate and thank your mother. Giant branded art objects “Warm Hats” became bright elements of the urban landscape in Moscow and St. Petersburg - non-standard advertising structures attracted people’s attention and revealed the essence of the holiday in a bright and unusual form. Everyone could take a photo wearing a hat, send it to mom and congratulate her on the holiday. Participants received warm prizes, original photographs and online postcards. The project was supported by the hosts of the show “KSTATI” and a large number of public communities. For those who did not have the opportunity to take a photo with a big hat: We created online cards with mom's advice; We held an online giveaway of warm hats; Created an emoji status with a hat; Together with clippers we launched the collection “Translator from Mom’s language” in VK clips. Thus, in this campaign, in addition to the main element - outdoor ambient advertising with an art object, several types of additional marketing tools were involved - media, PR, social media, digital, promotion and social marketing. For three days of the project: Total reach on social networks: 13 million users; More than 8,000 publications with the hashtag #mamayavshapke (mom I’m in a hat); More than 10,000,000 views of the “KSTATI” Show on VK Video; More than 3,000 users took part in the online hat giveaway. And mothers all over Russia received deserved congratulations.