channel 4
launching the final series of the handmaid’s tale by bringing the dystopia to life in london
CHALLENGE
Channel 4 wanted to drive viewers to the 6th and final season of the smash hit, The Handmaid’s Tale.
However, since the programme debuted, our own world has begun to feel a lot more dystopian.
IDEA
We marched 30 Handmaids in beautifully crafted hand-made costumes to Battersea Town Hall, the historic meeting place of the Suffragettes.
Handmaids in the show are often moved around in packs, almost treated like cattle herded from place to place. We wanted to emulate this in the shots, and make the visual as impactful as possible.
They stood on the steps shoulder to shoulder, brandishing banners designed by artist, Reuben Dangoor, emblazoned with ‘The Revolution is Here’, fists clenched, chins raised.
Juxtaposing the submissive stance Handmaid’s usually take in the show was important, we wanted to communicate the shift in attitude that S6 centres around.
STRATEGy
The final season of The Handmaid’s Tale is all about fighting back.
We need to use the powerful symbols in the programme to remind people that we can still fight back.
IMPACT
52 pieces of coverage (highlights include LADBible, Kiss FM, Independent, Daily Mirror, Daily Express and The Verge)
312 million reach
68% series awareness at launch
+16% increase in streaming
52
pieces of coverage312m
reach+16%
launch
awareness68%
increase in streaming