FRANCESCA AND ANNE
THE HANDMAID'S TALE
To promote season 2 of The Handmaid’s tale we decided to bring The Handmaid’s Tale’s dystopian world to Britain…
Nodding to the regime's patriarchal laws, which seek to control the fate of women and remove freedom from the red-cloacked handmaids, we took over the cover of the Metro and London Waterloo station with messages stating things like 'Women are not allowed to read this newspaper' and 'The only job for a woman is to reproduce.
The campaign also ran across social media, in cinemas and via a takeover of Amazon's Kindle.
In times where gender equality is such a hot topic (and we just empowered women with our campaign celebrating the centenary of the first vote for women in the UK), we had some fun writing provocative women-unfriendly headlines creating temporary outrage to launch season 2 of The Handmaid’s Tale.
Credits: 4Creative (Agency), Alice Tonge (Executive creative director), Tom Woodington & Robin Temple (Creative directors), Francesca Van Haverbeke (Creative), Anne-Grit Maier (Creative), Caio Turbiani (Creative), Raminder Samra (Creative), Fiona Wright (Senior producer), Nicole Roberts (Producer), Jane English (Business director), Olivia Emmerson (Project manager), Victoria Phillips (Designer), Giles Butcher (Artwork), Christos Savvides (Senior digital producer), Lucy Ferguson (Digital producer), Time Based Arts (Post-production (digital outdoor)), Envy (Post-production (on air and cinema)), Envy (Audio)