objective

For many fans, The Handmaid’s Tale is reflective of the current political climate. And after a dark, and harrowing Season 2, they needed some hope. 

Strategy

Stoke excitement for Season 3 by creating a subversive campaign that showed the Handmaids and Marthas fighting back and threatening to change Gilead forever. We did this by announcing the new season during the Super Bowl with a fiery teaser, followed up with a trailer delivering on the promise of the fight audiences had been waiting for and supported the campaign with “resistor” content on social.