Hulu: Reimagining brand purpose after the seismic events of 2020

UM’s Wendy Aldrich, EVP, Managing Partner, and Kristine Swanepoel, SVP, Strategy, West Coast, discuss Hulu’s award-winning ‘The Shape of History’ campaign.
Where did the idea come from for Hulu’s ‘The Shape of History’ campaign?

Kristine Swanepoel (KS) – To give a bit of context about the show, this was Season Three of The Handmaid’s Tale. The main character had decided to take action and organise resistance in this dystopian America called Gilead. It was apathy and inaction that led to the show’s