No, it’s not the Cold War all over again, it’s just the Russian way of celebrating Slava Polunin’s Snow Show.

Every year, after a heavy snowfall, Moscow becomes the home of around 100 snowmen, part of an advertising installation. This time, the army of snowmen showed up in central Moscow, but every year is pops-up in a different part of the city, in order to keep everyone guessing.

The snowmen are part of an advertising campaign to promote an annual performance by famous Russian clowns. As you can imagine, locals love snowmen and lose no opportunity to have their pictures with them.

Photos by GETTYIMAGES via Daylife