The creative idea across all media was to introduce the jarring, dystopian themes of subjugation and oppression found in the show into our modern media world. To accomplish this, Hulu looked for distinctive, visually striking, and unconventional ways to communicate with both fans of the book and a larger audience. The creative sought to create an emotional connection with participants, to be disruptive, and to start a conversation.

In a riveting thirty-second spot, Hulu introduced the world to The Handmaid’s Tale in February, 2017 during the Super Bowl. Converging with the rise of real-world protests and heated political dissonance across the country, Hulu captured America’s interest at just the right moment.

Soon thereafter, Hulu launched a campaign showing the power, pain and drama inherent in The Handmaid’s Tale. At SXSW and in New York City and Washington, D.C., Hulu turned heads as live processions of handmaids clad in red cloaks appeared, both intriguing and unsettling attendees. Hulu partnered with fashion studio La Vaquera, challenging rising artists to create a runway show inspired by the series.

Promos focused on Offred’s struggle against authoritarian rule, while key art and outdoor creative revealed a growing resistance as Offred and her fellow handmaids find ways to fight back. The #MyHandmaidsTale Instagram Diaries featured contributions from the show’s creators.

The integrated campaign for The Handmaid’s Tale, firmly rooted in the show’s themes, had a unique and unprecedented reach - driving business goals and plugging into a larger cultural conversation.

The Handmaid’s Tale contributed to the following business outcomes for Hulu:

-Over 17 million subscribers

-Over 54 million total unique viewers

-The Handmaid’s Tale joined network juggernauts This Is Us and Law and Order: SVU as the top 3 dramas on Hulu.

Accolades

Winner 2 Golden Globes including Best Television Series - Drama

Winner 8 Primetime Emmys including Best Drama and Best Actress

Winner Peabody Award