Initially backward Russian alphabet (starting with letter Яthe first letter in the name of Yandex which also stands for myself in Russian) was to appear on T-shirts, but then it was decided to use it on billboards. This made it a central theme of the fall advertisement campaign.
![](yandex_billboard_6000x3000_ru.jpg)
Russian ABCs
![](yandex_billboard_6000x3000_ua.jpg)
Ukrainian ABCs