When a 5 year-old girl asked us why Kings are better than Queens, we could only think of one logical response. Create #QueenRules. A new way to play cards where Queens outrank Kings.

Unconscious gender bias is all around us, and it really is a big deal. To show this, we ran a simple social experiment where adults taught kids a simple game of cards.

In collaboration with International Women’s Day and Unibet, the campaign kicked off with simultaneous live poker tournaments in casinos worldwide; all playing with limited edition cards, illustrated by 16 awesome female artists, that celebrated powerful women of all different shapes and sizes.

All proceeds were donated to HeForShe, a solidarity campaign for the advancement of women initiated by UN Women.

Queen Rules  Social Experiment  ↓