Campaign details

Brand: Mattel, UNO
Agency: Weber Shandwick

As the world's number one card game, UNO® is at the top of its category. But being a brand on top can make it harder to move the needle.

Yet in 2017, UNO saw a sales increase of 66% 

How? By making the world's most universally inclusive card game even more inclusive. 

With The First-Ever Card Game Optimized for Colorblind Game Play, Uno Coloradd

350 million people across the globe and one in twelve men suffer from a form of color blindness. And for a game based on matching colors and numbers, differentiating between UNO's four iconic colors proved difficult. So Mattel, the makers of UNO, did something about it.

In partnership with the non-profit organization ColorADD, UNO designed and printed a new version of its classic UNO deck utilizing ColorADD's proprietary Color Alphabet. The deck added easy-to-use, universal symbols to represent the different colors on each UNO card.