How did Poland become Gilead? Handmaid's tale promo case

Campaign idea

The Polish premiere of season 2 of Handmaid’s Tale on Showmax, a major VOD platform, called for a special publicity campaign. We alluded to the current political situation in Poland to show how much it resembles Gilead. Three Polish female celebrities read out online comments on themselves to prove that it was not trolling or funny mean tweets, but verbal abuse. Even their privileged position failed to protect them from invectives heard by all women due to their sex. As that serious social problem required direct action, our campaign aided the Women’s Rights Centre, which fights violence against women.

Brand name: Showmax
Advertiser / client: Showmax
Product / service: sVOD platform
Campaign name: How did Poland become Gilead? Handmaid's tale promo case
Agency network: INDEPENDENT AGENCY
Agency: Digital Kingdom
Additional company: Digital Kingdom / Flywheel PR
Production company: Link Visuals
Executive creative director: Joanna Gerlee
Art director: Kaja Adamczewska
Copywriter: Karina Dudzińska
Account director (agency): Gustaw Rozmarynowski
Client account director: Ewa Gruczek-Rozwadowska
Pr director: Magda Marzec
Photographer: Radosław Nawrocki
Film production: Ula Nazarko
Director: Dorota Osman
Agency producer: Oliwia Kwiecień