As Season 3 of Hulu’s hit show “The Handmaid’s Tale” approached, the platform wanted a campaign that would deliver increased viewership and subscriptions. One of the show’s key themes is ‘History is written by those with power,’ and we found that fewer than 8% of all statues in the U.S. are of women. In NYC, one of the most progressive cities in the world, that number fell to 3%. The resulting branded activation was dubbed “The Shape of History” and emphasized that history is shaped by those who tell it. On June 7th, 2019, we erected 140 new female statues in NYC – the number needed to equal the existing 145 statues of men. The statues were made of mirror, inviting everyone to take part in shaping history with Hulu. Following the success of the activation in NYC, on August 26th, 2019—Women’s Equality Day and the 99th anniversary of women’s right to vote—we installed “missing” statues in Boston, Atlanta and San Francisco as well.