Campaign details

Brand: Hulu
Advertiser: Hulu
Lead agency: Universal McCann LA

Effie awards category context

In entertainment, dominating cultural conversation is the holy grail.

The Handmaid's Tale had a confronting and timely storyline, and Hulu needed to leverage topics, touch points, and influential voices that would prompt discussion with the target audience while ensuring sensitivity as a brand. Not only did we need the right message, we needed to deliver it with empathy and authenticity.

By leading with true female perspectives and emotive touch points, Hulu's The Handmaid's Tale not only became the most discussed new streaming original during the campaign, but also achieved their highest daily subscription increase by an original content premiere.

State of the marketplace and brand's business