Hulu Originals’ “The Handmaid’s Tale” is the story of life in the dystopia of Gilead, a totalitarian society in what was formerly the United States. June Osborn (Elisabeth Moss), one of the few remaining fertile women, is forced into service as a reproductive surrogate. Over five seasons, June’s fight for freedom has become a powerful symbol of resistance, rage, and resilience. In the sixth and final season, June’s unyielding spirit and determination pull her back into the fight. This final chapter underscores themes of hope, courage, solidarity, and justice—delivering a powerful conclusion to one of television’s most impactful dramas. Hulu Originals launched a comprehensive 360 marketing campaign that spanned every phase of promotion—from re-engagement to the final celebration. The campaign began with a teaser and catch-up phase designed to pull fans back into the world of Gilead. The trailer and bold key art campaign leaned into themes of rebellion and sacrifice, with a striking visual identity that honored the show’s Emmy-winning production design and rich iconography. A full social campaign included exclusive content, interactive countdowns, and cast-driven call-to-actions across Instagram, TikTok, and X. On-the-ground activations brought Gilead to life and included walking Handmaids (costumed actors in red robes and bonnets) who appeared across New York and Los Angeles in an effort to generate organic conversation and social sharing. These silent “Handmaids” walked in formation, pausing at key landmarks and high-traffic areas to make a bold statement. Hulu also partnered with the Paley Museum in New York to host an exclusive exhibition showcasing original costumes, props, scripts, and behind-the-scenes content spanning all six seasons. Together, these efforts brought a full-circle tribute to “The Handmaid’s Tale” and its final season, inviting audiences old and new to witness the final chapter. Ahead of the pivotal episode 8, a Gilead “Wedding Invitation” was sent to Hulu subscribers. Disguised as a serene announcement for Serena Joy Waterford’s ceremony, the pristine digital card lured viewers with delicate calligraphy and floral motifs—only to unravel into something far darker. Distributed across email, social, device placements, and talent toolkits, the activation drew audiences deeper into the show’s world, heightening suspense and reinforcing the central themes of resistance and rebellion.