With the introduction of multiple new streaming platforms in NZ, NEON needed to not only retain their subscribers but attract new customers as well.

The Handmaid’s Tale has long been a symbol of feminism overseas, but its New Zealand audience did not see the relevance to the current cultural conversation that was starting in New Zealand around gender equality. It seemed too unreal. So we had to make people see the relevance of The Handmaid’s Tale in their lives.

Currently NEON’s key demographic is older people and males. While The Handmaid’s Tale has a very targeted female following, we needed to open this up to a wider audience. So we created an OOH led campaign to capture the attention of everyone who believes in equality - so basically everyone in New Zealand.

First we researched quotes from real New Zealanders that could easily be mistaken for the misogynistic dialogue in The Handmaid's Tale. We then took these quotes and incorporated them into our propaganda inspired design to show how easily NZ could be Gilead. Then to get behind the handmaid’s revolution and empower the women of NZ, we stencilled over just one word in the headlines to switch the message from one of oppression to one of hope. These executions featured across New Zealand, both on street posters and high-traffic billboards. We even placed an execution featuring Jacinda Arden across from Parliament.

- 5.6 million DTVs for billboards and street furniture

- The Handmaid's Tale viewership increased from season 3's premiere.

- The Handmaid's Tale was the most watched show in 2 years, beating out Westworld and Game of Thrones.