QueenRules – Gday

the poker taBles havE tuRned

Unconscious gender bias is all around us, and is so deeply ingrained in society that regrettably, we often overlook it without questioning. So when the daughter of a creative director asked during a game of cards "Why do Kings out rank Queens?", he responded by creating a fresh approach to playing cards. A game where Queens outrank Kings, aptly named #QueenRules. This initiative was launched in collaboration with International Women's Day and Unibet, encompassing simultaneous live poker tournaments in casinos across the globe. The limited edition cards, illustrated by 16 female artists, celebrated formidable women of all shapes and sizes. All proceeds generated from the campaign were donated to HeForShe, a solidarity movement initiated by UN Women, aiming to advance the rights of women.

rOle: Lead Designer
cLient: Unibet