OUR APPROACH TO FYC

We’re not saying there’s one correct approach to a great FYC campaign.

On the contrary — a great FYC campaign requires a specialized strategy tailored to the strengths of its lineup, the vision to see a creative direction through multiple phases and infinite iterations, and the flexibility to shift at a moment’s notice as shows gain traction with critics or resonate with the zeitgeist. For Hulu’s 2020 FYC campaign, we did just that.

AS RELEVANT AS EVER

We began our campaign with The Handmaid’s Tale, one of Hulu’s most popular and critically acclaimed original series.

This show offered us the unique opportunity to create a campaign that not only highlighted the strengths of the show, but also felt truly meaningful, drawing voters into this timely critique of politics, society and gender norms.

EXPANDING THE CAMPAIGN

We evolved the look and feel we established for The Handmaid’s Tale to include The Act, Catch 22, Ramy and PEN15, creating a campaign that was:

THE FINAL PHASE

The final phase of our campaign came after nominations for the major awards were out. We immediately created and released congrats ads for print, digital and OOH, moving in a more personal direction to highlight the individual nominees (Ramy Youssef, Patricia Arquette, etc.).