UNO - Rules are Rules
Interactive Campaign
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.
Concept
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.
Key Insight
As the #1 card game in the world with 150 million copies sold and 99% brand awareness, UNO is universally known—but not universally agreed upon. When UNO’s Twitter (X) account began posting official clarifications on the rules, it sparked massive debate online. Turns out, everyone knows UNO—but no one plays it the same way. That tension between global familiarity and personal interpretation is exactly what inspired this campaign.
Mr. Uno Dos
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.
People made up rules for UNO that didn’t exist in the UNO rules playbook and became, as Larry David would say, “unwritten law.”
Goal
Our primary goal is engagement—driving conversation by stirring up playful controversy in the 80% of U.S. households that know and love UNO. By debunking the made-up rules most people think are official, we aim to spark debates, clicks, and shares. Our secondary goals are traffic and advocacy, as we rally fans around one unshakable truth: Rules are Rules.
Short - Form Content | TikTok
Key Services & Tools
This Interactive campaign includes touchpoints like: Social Media Activation (Instagram, X, TikTok), Out of Home Advertising, Spotify Ads, Phone call interaction, and a short film commercial. Tools include Adobe Creative Suite (Illustrator, Photoshop & Premiere Pro), Canva, Figma, Capcut and TikTok.
