UNO Playtime encourages kids to play together: fighting loneliness, one playground at a time
UNO is a world famous game with fans in more than 80 countries around the world. UNO was challenged to come up with a meaningful project that captures everything that UNO stands for while also adding purpose to the brand.
Co-creation insights
We included kids were through extensive co-creation I hosted. Key insights of children (7 to 12 years old) are at the base of the concept:
~ 1 in 10 young kids feel lonely in the Netherlands
~ some kids are too shy to ask if they can join a game
~ kids come up with their own games leading to unintentional seclusion
~ kids can be quite bored during school breaks
Concept
UNO Playtime (in Dutch UNO Speelkwartier) encourages children to play together. There’s no need to ask if you can play along: step into the white circle and you’re part of the next game.
Every school break starts with UNO Playtime: just turn the nose and an emoji will appear in its eye. All emoji’s symbolize a game -clear to kids of ages and backgrounds. Everyone in the circle will play along with the selected game or come up with their own interpretation of the emoji.
UNO Playtime was installed at secondary school Hof Ter Weide in Utrecht, Netherlands. The school provided a themed curriculum addressing loneliness and inclusion.
"Het was een geweldig project waar ik met veel plezier aan heb gewerkt. Het is de leukste campagne die ik voor Mattel heb ontwikkeld, met het hoogste totale merkbereik. Het heeft veel gedaan voor UNO als sociaal merk en vooral voor het onderbelichte probleem van eenzame kinderen. Het is geweldig om te zien dat we kinderen op het schoolplein echt kunnen helpen met de UNO 'Play along' playset die we samen met kinderen hebben ontwikkeld en tegelijkertijd de merkbelofte van UNO communiceren: het verbinden van kinderen.” ~ Esther ter Braake, Brandmanager UNO / Mattel
Award
Amma Award for best content and engagement strategy
Positive impact
~ Used a budget of €55,000 and reached 24.4 million people both online and offline (1.000.000+ views of the videos)
~ And over 100 primary schools (and kids) reached out to ask for their very own Speelkwartier; UNO will install more UNO Playtime objects at schools in the coming years
~ lots of media attention and a sponsored OOH campaign
Role
~ Concept & co-creation process, project manegement
Details
Client: UNO, Mattel
Partners: Posterscope, Jos Kluwen, WeTheCity, Het PR Bureau
Photos: Tom Baas
Video: Freshmen Media
Read & watch more
Project website
Bright Vibes video & article
Newspaper article in AD
Kidsweek article