Hulu asked us to create a teaser activation to ignite conversation around the anticipated 2017 premiere of The Handmaid’s Tale. Our activation engaged the New York Comic Con audience in a story that played off of the contemporary cultural zeitgeist of gender equality. In the process we captured the attention of thousands of women who visited the restrooms several times throughout the weekend, and generated more than 11 million press impressions
What the press said:
“The message is powerful and subtle, and on the bathroom walls at Comic-Con, Hulu left no clues aside from the words themselves to identify the quote's source material.”
— Bustle
“…this is a brilliant way to spread the show's message directly to its target audience”
— Revelist
“Hulu certainly knows its way around targeted advertising…”
— Inverse
