The campaign aims to celebrate every kind of Uno player, no matter their gaming style. 

Card game Uno has launched an innovative new digital campaign that celebrates the different Uno player personalities.

The #unowhoyouare campaign has identified four types of players – Victory Dancers, Dodgy Dealers, Sore Losers and Make Your Own Rules – and has created content to show all the different gameplay reactions.

The campaign is an ambitious social-first piece, using millennial and Gen Z influencers, as well as everyday players, across Facebook, TikTok and Instagram to celebrate this much-loved game. On TikTok, the #unowhoyouare hashtag aims to harness the power of the platform’s popularity, which has skyrocketed in 2020.

#unowhoyouare is billed as a tribute to the genuine reactions, crazy rules and fun forfeits that make Uno so much fun to play and customise, and will tap into the rising popularity of games during lockdown. Renewed interest in gameplay has seen sales in the category rivalling those at Christmas over the past few months. Uno itself is reportedly enjoying a ‘phenomenal’ 2020, according to Mattel, with POS up 116% +% YTD and a spot at No. 16 in the Total Toys Market.

The campaign will benefit from a hero video and digital plan featuring real people and influencers who have filmed reaction shots for a KidsKnowBest created campaign video, featuring Tik Tok talents OTB, Fleur, Kyran and Lily Rose. The campaign also includes bespoke content from social media comedian Arron Crascall, who has 8m followers across Instagram and Tik Tok.