Video: The Handmaid’s Tale Preaches Resistance at SXSW to Promote Season 2

Red smocks take over the festival

Hulu found a clever way to capture attention at SXSW. Video: Josh Rios; Editor: Breana Mallamaci
Headshot of Adweek Staff

Hulu’s marketing team is pulling out the stops, and putting on those burdensome red smocks redolent of its hit show The Handmaid’s Tale. Following its activation at the 2017 SXSW Interactive Festival, during which smock-wearing women paraded around Austin, Texas this year’s theme is all about resistance.

The marketing activation includes seven art installations across the festival.

In this video, see how the 2018 SXSW activation sets the tone for a defiant Season 2, coming to Hulu April 25.