Why is this work relevant for Media?

To create an authentic experience and aesthetic, craft and media were central to the idea. The inspiration for the design was rooted in grassroots propaganda, so posters were the obvious medium to convey this. But more importantly, to create an authentic before and after experience, real paint and stencils were required to change the messaging. So while the campaign as a whole could live on multiple channels, outdoor was essential to the activation element - while also adding a layer of texture and context to the design.

Background

With the introduction of multiple new streaming platforms in NZ, NEON needed to not only retain their subscribers but attract new customers aswell. The Handmaid’s Tale had proved popular with local audiences so the intention was to leverage the series to retain and increase market share. The Handmaid’s Tale has long been a symbol of feminism overseas, but it’s 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.

Describe the creative idea / insights (30% of vote)

The world of The Handmaid’s Tale seems so dystopian, we don’t think that New Zealand could ever slip into a similar state. While New Zealand views itself as a progressive country who has fought for equality in the past, the same can not be said of New Zealand today. Kiwi’s are often shocked when confronted with the reality of our current gender equality policies. In fact, New Zealand’s pay gap is actually increasing, as is domestic violence and women’s unemployment. So when we uncovered the misogynistic views of a select few kiwis - some of whom are lorded as celebrities in New Zealand, we knew the job certainly wasn’t done. We collected tweets, posts, comments and news articles written by New Zealanders that displayed sexist views fit for Gilead. It was unfortunately pretty easy to find.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

- 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.

Please tell us how the work was designed / adapted for a single country / region / market

Kiwi’s tend to think of ourselves as progressive, liberal and fair. So we made sure that every offensive, sexist, misogynistic headline originated from a New Zealander. Some of them were quotes that famous New Zealanders had spoken on T.V., others were from local news articles, or posts and comments on social media. We got them from a variety of sources - but they are all beliefs held by New Zealanders today. Headlines discovered in local markets featured in those communities so that people would recognise what was being said.