The Handmaid's Tale became an instant pop culture phenomenon when it first debuted on Hulu, and it went on to achieve strong critical acclaim over the years. For the Season 3 premiere, the studio wanted to thank 2,020 of their biggest fans for their support of the show and encourage continued viewing. 

BDA strategized to capitalize on the fan's appreciation of the series' themes and mottos as a means of increasing overall audience engagement. The promotion would connect with broader cultural and fashion trends of statement making styles, personalization and nostalgic nods to the 80s and 90s. BDA developed three custom patches showcasing show-inspired slogans. BDA worked with factories to ensure a price and production timeline that met the client's needs. Added custom packaging for an even more premium feel and further messaging integration with the overall gift package and the show.

In partnership with Levi's, a Hulu limited-edition Handmaid's Tale jacket was developed, and BDA was brought in to develop an extra element to surprise and delight dedicated viewers. The patches turned out to be a perfect match to the product and audience. BDA drove over 60K engagements on instagram, celebrities shared their own "patch" posts for even more enthusiasm, and due to the positive reception, patches are being re-ordered for future events.