Queen Rules
FCB Inferno
Issue 47 | June 2018
Agency
FCB Inferno
Creative Team
Senior Copywriter: Ali Dickinson Senior Community Manager: Alexandra Sheppard Senior Art Director: Ben Edwards Senior Project Manager: Bridie Scriven Senior Copywriter: Guy Hobbs Senior Art Director: Jack Walker Chief Creative Officer: Owen Lee
Production Team
Senior Account Manager: Sabrina May Senior Designer: Sarni Strachan, Archers Mark Producer: Jo-Jo Ellison Director: Libby Burke Wilde DOP: Catherine Goldschmidt Production Company: Archer's Mark Music: Nick Bennett, Audio Network Artist: Alex Arcoleo
Other Credits
Women Who Draw illustrators: Karla Hernandez - Mexico // Sally Reynolds - USA // Paolo Saliby - Brazil // Zixuan Zhou - China // Christine Suggs - USA // Maya Sariahmed - USA // Jenna Stemple - USA // Louise Rosenkrands - Denmark // Nicole Rifkin - Canada // Paola Villanueva - Spain // Linny Malin - Canada // Nikki McClure - USA // Pearl Law - UK // Heather Hardison - USA // Anna Wanda Gogusey - France // Cecile Gariepy – Canada Director of European Communications and PR: CC Clark
Date
March 2017
Background
On International Women's Day, FCB Inferno, the agency behind Sport England's 'This Girl Can', launched Queen Rules - a new way to play cards, where Queen outranks King. The campaign was designed to get the conversation about gender equality on the table and limited edition playing cards, live poker games around the world, and a social experiment film have got the world talking.
Idea
The Queen Rules project started when a five-year-old girl questioned why King ranks higher than Queen in a deck of cards. This simple, yet powerful, idea is one way of sparking conversation around the unconscious gender bias that surrounds us - because sometimes the bias we don't see, is as damaging as the bias we do. With support from Unibet, the campaign launched with simultaneous live events and tournaments of Queen Rules poker on March 8th around the world. Competitors played with limited edition cards that celebrate powerful women of all different shapes and sizes, drawn by sixteen unbelievably talented female illustrators from womenwhodraw.com, a website that champions female illustrators - especially those of colour, LBTQ+ and other minority groups. A social experiment film was created to see how adults would deal with gender bias when the cards are on the table. Adults were asked to teach a small girl a simple card game. But when explaining why Kings outrank Queens, it was the adults that learned something far more important. The 60-second film was produced by Archer's Mark and directed by Libby Burke Wilde, with producer Jo-Jo Ellison ensuring each department was bursting with exciting female filmmaking talent - from the cinematographer to the colourist. All proceeds from the live events and merchandise, including T-shirts, art prints and playing cards, was donated to HeForShe, a solidarity campaign for the advancement of women initiated by UN Women. The agency is challenging people everywhere to change how they think and play with the new rules. For examples of how to play, and which games work with Queen Rules, visit queenrulesproject.com or join the conversation with #QueenRules.
Results
Over 100 pieces of global PR coverage. Find the games, limited edition art prints and T-shirts and more information at: www.queenrulesproject.com. Join the conversation at https://www.instagram.com/queenrulesproject/