A Handmaid's Tale at SXSW


Launching the promo for Season 2 of Hulu's Hit Show

This year at South by Southwest (SXSW) we worked with Hulu to take their marketing efforts for the Handmaid’s Tale season 2 to the next level — even further than last year’s award-winning stunt — by inspiring action. 
Drawing inspiration from a key scene in the upcoming season, we set fire to the Handmaids costumes, that served as an iconic centerpiece at last year’s conference for Season 1 promotion, creating seven powerful art installations scattered throughout downtown Austin. The stunt symbolized the oppression still faced by many women today, while also bringing attention to the power of resistance and rebellion. 

As part of a social buzz component, brand ambassadors were located throughout Austin with instructions around how to join in on the movement, inspiring attendees to share their messages of hope and resistance across social media using the hashtag, #ResistSister.