Mock Brief: Creative agencies create tourism ads for Handmaid's Tale hotspot, Gilead

Lindsay Bennett
By Lindsay Bennett | 12 January 2018
Creative by Atomic 212

This was first published in The Annual issue of AdNews. Subscribe or download here.

We offered agencies a chance to let off some creative steam, free from the chains of a client brief. Tapping into hot topics from 2017; the cult TV show Handmaid's Tale, the growing influence of artificial intelligence and the much maligned bin chicken, we set three briefs for creatives to have fun with. This is the second of the three-part series, 'Postcards from Gilead'.

See: Part One: Mock Briefs: Humanoid for sale

A big thank you to all the agencies that invested their time and talent to be a part of the Mock Briefs feature.

Brief: The Handmaid's Tale tells the story of the Republic of Gilead. The TV adaptation captured audiences' attention, but imagine a world where it’s a reality. Create a campaign for the Gilead Tourism Board.

VCCP 'Your Soul is Safer in Gilead'

Gilead Tourist Board acknowledges it has an image problem and is struggling to tempt people to its shores. We're going to contrast the restrained nature of Gilead against destinations that are renowned for their more relaxed, some would say sinful nature. Exotic holiday destinations that tempt us with a ‘good time’; sex, drugs, gambling- the devil’s work.' The Republic Of Gilead is the antithesis of these destinations. The only place where your soul can remain pure and you can relax knowing you're living life to a higher, albeit controversial moral code.

vccp gileadCredits:  Felix Ettelson, Georgie Waters, Gary Dawson, Paul Sharp

Atomic 212 'The Execution'

 Creative by Atomic 212

Tourism ads tell us to put our best foot forward. Sometimes we need to take a closer look at what’s happening.

Credits: Cassandra Do Carmo, James Reeves, Jessica Sweeney, Benny Lee

The Core Agency '100% Puritanical Gildead'

core 1

Credits: Christian Finucane, Jon Skinner, Paul Connell

The Core Agency 'Visited Saudi Arabia, North Korea or Somalia?'

core 2

Credits: Christian Finucane, Jon Skinner, Paul Connell

Greenhouse 'Gilead Motherhood Experience'


Credits: Niccola Phillips, Ben Stainlay, Michael Andrews, Tom McFarlane

Have you seen some of the other AdNews Mock Briefs?

The AdNews Mock Brief: Creative agencies tackle Sydney's lock out laws

The AdNews Mock Brief: Life in a post-Trump world

The AdNews Mock Brief: Give millennials a home

The AdNews Mock Brief: Find Tony his next job

The AdNews Mock Brief: Marriage equality

The AdNews Mock brief: the digital detox is a thing

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