Channel 4: 'Handmaid's Tale'

To mark the return of Channel 4's Emmy and BAFTA-award winning drama series The Handmaid's Tale, we worked with 4Creative (C4's in-house creative team) and a series of high-profile media partners (Amazon, Metro Mail Media and JC Decaux) to bring the repressive laws of Gilead to life.

In the series Gilead, a patriarchal dystopian regime, controls the fate of women and removes their freedoms. The campaign set out to leverage this, giving the British public a taste of the twisted fundamentalist state through a provocative series of ad messages and takeovers focusing on the show’s key theme, the oppression of Handmaids.

The campaign caused social outrage initially, before it was later revealed to be a marketing stunt for Channel 4. The Series 2 promotion was dubbed a huge success with viewership up vs Series 1 and the campaign went on to win a Newsworks award for best topical campaign.