Hulu has stirred up excitement for the second season of The Handmaid’s Tale at SXSW by setting fire to the oppressive red and white costumes worn by the handmaids in the show. This marketing stunt is being done in partnership with LeadDog Marketing Group and features seven art instillations across Austin, Texas. Each instillation features a large display box with one of the handmaid's costumes inside of it. A ring of smoke and fire is set underneath the cloaks in the box and is meant to mimic a scene from the season two trailer.
The Handmaid’s Tale marketing stunt is meant to showcase the oppression that many women still face, while also encouraging rebellion against oppressive systems. Each instillation at SXSW features a few brand ambassadors that are meant to further the message of resistance. This marketing stunt for The Handmaid’s Tale was done to promote the upcoming season in a meaningful way that could bring together the fiction of the story with the reality of every day life.
Image Credit: Hulu