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Channel 4: 'Handmaid's Tale'
Location
UK
Date
May 2018
Role
Creative Strategist
Collaborators
4Creative, Mail Metro Media, Amazon, JC Decaux
The challenge:
Cut through the cultural noise to raise awareness for series 2 of Channel 4's Emmy and BAFTA-award winning drama series The Handmaid's Tale.
The idea:
Tap into the prominence of the #MeToo movement and gender pay gap debate to demonstrate the show’s message from the fictional, dystopian regime of Gilead to give the public a taste of what life would be like in a society where women’s rights had been completely stripped away.
What I did:
- Crafted earned-first launch strategy for paid media.
- Identified suitable media partners and curated bespoke formats to carry our provocative creative.
- Connected fictional messaging to real-world conversations in contextual advertising environments.
- Balanced impact with brand responsibility and messaging compliance.
Impact:
High earned media coverage and attention.
Strong cultural relevance, driving uplift on S2 viewership.
Clear brand alignment with Channel 4’s remit.
Awarded 'best topical campaign' at the Newsworks Awards.
