OBJECTIVE

For many fans, The Handmaid’s Tale feels 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 politically charged fiery teaser, following up with a trailer that delivered on the promise of the fight that audiences have been waiting for, and supporting the campaign with “resistor” content on social.

Social