HULU Handmaid’s Tale National Campaign

To support the launches of the first and second seasons of the critically acclaimed The Handmaid’s Tale on Hulu, we took the iconic handmaid costumes to the streets to create buzz and evoke that same uneasy feeling that viewers have while watching that has in part made the show such a runaway success. For Season 1, we worked with 50 trained actresses to take on the role of the handmaids and deployed them in street team formations at SXSW to stop people in their tracks. The activation went viral and we took it national – from SXSW to Washington DC, New York City, and Los Angeles. For Season 2, the handmaids costumes hit the streets again, but this time, they were on fire. Drawing inspiration from a key scene in Season 2, we set fire to the handmaids costumes, which served as an iconic centerpiece at last year’s conference for Season 1 promotion, creating seven powerful art installations scattered throughout downtown Austin. By the Numbers & Impact 218% increase in social engagement in three days (Season 1) Placed in Hollywood Reporter, Refinery29, Gizmodo, Ad Age, Adweek, Mashable, BizBash Award-winning campaign (Seasons 1 & 2)