The Handmaid’s Tale Season 2: SXSW Rocket Woman campaign
We were tasked with bringing integrated consumer experiences to life by using SXSW as a launch platform to reach the festival’s attendance and key influencers. Plus, connecting Hulu to Young City Solos and Tastemakers to drive Season 2 premiere awareness across multiple platforms.
What we did
Drawing inspiration from a key scene in the new season, the team at CSM created seven freestanding art installations in high traffic areas throughout downtown Austin featuring replicas of Ann Crabtree’s Handmaid’s costume from the show, seemingly lit on fire.
Etched into the glass was “#ResistSister,” inviting fans to engage with the show via social media to join the resistance. Each installation was accompanied by a pair of diverse female brand ambassadors, coined as “Resist Sisters,” wearing customized “I Resist,” jean jackets embellished with messages of female empowerment.
The experience at SXSW created a lot of buzz for the new season. The integration of real-world issues in the creative for this exciting activation helped to elevate the show’s messaging of women’s empowerment.
The success of the SXSW activation helped drive the show to new heights as more people than ever tuned in to watch the new season that year. Our campaign also won the Best Guerrilla Marketing Initiative/Marketing Campaign at the BizBash 2018 Event Style Awards
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