In November, Russia celebrates Mother's Day - a young holiday that can and should become popular. But it doesn’t yet have an established tradition of celebrating, and we came up with an entire event marketing campaign “Mom, I’m in a hat” to start such a tradition. Two days before the holiday and on the holiday itself, November 26, the brand’s communication with the consumer was carried out through a non-standard event activity - a pop-up art object “large warm hat”, which served as a photo zone, and the heaters built into the hat made it possible to really warm up in frosty November day. Due to the project “Mom, I’m in a hat,” a large number of people paid attention to the Mother’s Day holiday. The idea was that we came up with the project and made it together with our mothers. The project not only informed about the upcoming event, but also helped to congratulate mothers in an unusual way. The main insight on which the entire campaign was based was the concern of mothers about the health of their children, expressed in the phrase “Why are you without a hat?” And in order to implement it in the form of a tangible symbol, we found the best solution in the form of the art installation “Mom, I’m in a hat.” On the Mother's Day eve, in popular public places in Moscow and St. Petersburg, we installed a giant hat that everyone could try on, take a photo and send it to their mother. And this was a great reason to congratulate mothers on the holiday! The art objects literally made all passers-by fall in love with them. VKontakte users published stories and posts with the hashtag #mamayavshapke (mom, I’m in a hat) and sent photos to mothers. Our campaign has become one of the brightest ways to celebrate Mother's Day and congratulate mothers.