Hulu / The Testaments
This campaign leans unapologetically into bold creativity and boundary-pushing activations, designed to reignite the passionate fandom of The Handmaid’s Tale and catapult The Testaments into the spotlight as one of the most talked-about shows. At its heart is our most ambitious influencer experience yet, amplified by striking, conversation-sparking OOH.
Creative Direction: Erick Teixeira
Creative team: Laura Haines, Lydia Hill, Amy Wright, Shraddha Depala
Production agency: Experience 12
Marketing: Amy McGloin, Nicole Evangeli, Hannah Blyth
WATERLOO STATION STUNT
A handcrafted real‑world tapestry filled with Gilead‑themed nuggets, has been brought to life at Waterloo Station. Aunt Lydia marching plum girls into the station has created an unmissable, disruptive stunt.
More than an installation, it became a living piece of theatre designed to spark curiosity, conversation, and emotion. It blurred the line between fiction and reality - a live tapestry billboard stitched throughout the day by the “Plum Girls”, while a rebellion unfolded in real time.
With over 50 UK press and influencers capturing the moment, the installation will drive launch‑day talkability, amplified through UK partners, creating a cultural spectacle.
2217 PUBLIC INTERACTIONS
Comments from the public:
I thought they had sewed that whole thing this morning! I was thinking about it all day, will be watching later.
I mostly use my Disney+ account for the kids, I didn’t realise they had thrillers and stuff like this for adults.
Loved seeing this as I waited for my train, when they served tea I was mesmerized trying to work out what was going on!
I had heard this was coming, I’ve been excited to watch it -even more now.
A BLESSED OPEN DAY
A fully immersive, rich content capture experience for over 100 EMEA influencers, press and partners to step inside the world of Gilead. Attendees were transported by customised plum buses to Aunt Lydia’s School, where ‘in‑world’ actors led an immersive day of sanctioned classes, subtle disruption, and rebellion.
The experience included multiple content touch points, themed school lunch and a screening of Episode 1, with an exclusive introduction from talent. Live coverage of the day was shared via social channels across EMEA.
TOOLKIT
