UNO - Rules are Rules

Interactive Campaign

We’ve all witnessed injustice—like when your best friend ruthlessly stacks a +2 on another +2 in UNO. Believe it or not, that’s against the official UNO rules. Few betrayals cut deeper. That’s where Counselor Mr. Uno Dos comes in.

As the finest (and only) legal expert to emerge from the esteemed UNO Legal Program, he’s here to fight for fairness, one card at a time. So, next time you face a UNO-related legal crisis, you know exactly who to call. The Rules Are Rules campaign aims to create a viral reaction to the introduction of this character into the popular game, making people play as the rulebook establishes.

Process

Concept

Legal Trouble?

What happens when you call 1-800-RIGHTS? Click below to get on the phone with Mr. Uno Dos and settle your disputes once and for all.

UNO’s Twitter (X) account posted controversial clarifications about the rules of the game. These comments started a huge discussion, and some of them even you might disagree with. This is what inspired us to create this campaign.

Our protagonist, Mr. Uno Dos, is inspired by the character of Saul Goodman in the acclaimed TV Show Better Caul Saul. We held auditions for a week while we found the perfect fit for this role. Apart from the TV Show, we looked for inspiration from “TikTok lawyers” who are legitimate counselors, and post funny videos on the platform to gain popularity (@kennedylawfirm).

After creating this persona, the path was clear for us to create the rest.

Create controversy amongst 80% of households in the U.S. by dismantling the myths about some made-up rules that most people follow. Guided by our key message:

Rules are Rules