HULU / THE HANDMAID'S TALE

Hulu sought to drive awareness for The Handmaid’s Tale, in an authentic and sensitive way during a time when the post-election climate was highly volatile around women’s rights. We tapped iconic designers Paula Scher and Abbott Miller to create a provocative public art installation on the High Line. As the public took free copies of the novel from the imposing 40-foot structure, the wall revealed the book’s hidden messages of resistance. We also teamed up with The Wing for their first-ever brand partnership for a screening, panels, and empowering activities. RESULTS: 6k+ books given away, 200MM+ earned media impressions, and a massively successful tune in of the show.