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Creative

HP OMEN Achieves Gamefulness in Entertaining Campaign from W+K Shanghai

Three spots from directing duo The Sacred Egg see enlightened gamers under the guidance of 'The Masters'

HP OMEN Achieves Gamefulness in Entertaining Campaign from W+K Shanghai

In China, there are over 600 million gamers today, yet society largely still perceives gaming as a waste of time. Which is why this Fall, HP OMEN and Wieden+Kennedy Shanghai are championing gamers with a new campaign called “Achieve Gamefulness,” celebrating the positive impact that PC gaming has on the mind.

Don’t believe that gaming makes you smarter? Scientists have been studying the effects of gaming on the brain for years and the research findings are impressive: laparoscopic surgeons who game perform 37% fewer errors, gamers can improve memory by 12% when gaming 30 minutes every day for two weeks, action video game players respond approximately 12% faster than non-video game players, and many more.

Achieve Gamefulness is an integrated campaign that includes wild, science-inspired visuals, brain-scanning experiential and three otherworldly 30-second films – all encouraging gamers to achieve an enhanced skillset by playing video games.

“In a fast-growing society like China, gaming is seen as a pause from everyday progress. Revealing the benefits of gaming was essential to really celebrate gaming for what it is,” says Renee Zhang, Head of Planning at W+K Shanghai.

To bring the benefits of PC gaming to light in experiential, W+K and HP OMEN chose the biggest gaming moment of the year in Asia, ChinaJoy, to launch the campaign with THE Gamewaves Scanner. Created in collaboration with North Kingdom, the experience uses cutting edge brain-scan technology that measures brainwaves to create a live performance projected across screens, powered by the minds of gamers. For the first time ever, the world was given a window into the gamer’s mind to see how gaming improves skills such as teamwork, focus, mental stamina, responsiveness, memory, and even creativity.

“Gaming moves us in amazing ways. So we created an experience at ChinaJoy that celebrates what gaming truly is – a wild and colorful party in your brain with real-world benefits,” says Ian Toombs, ECD at W+K Shanghai.

Hot off the success of Achieve Gamefulness at ChinaJoy, a series of three 30-second films were released. Working with award-winning British directors The Sacred Egg and Hamlet Productions, W+K created a futuristic “Gamer Training Institute” where a group of enlightened gamers in the remotest areas of China play games under the supreme guidance of “The Masters,” a pair of identical twins who have already achieved the highest levels of enlightenment through gaming, indicated by their spectacularly radiating brains.

Each film delivers a powerfully entertaining message about the positive effects that PC gaming can have on the brain. The first film “Mental Stamina” even features three of China’s legendary esports gamers LoveZrr, Wink, and AmazingJ from Team RNG. The other two films showcase how gaming can increase your ability to focus under pressure as well as work as a better teammate to everyone from friends, exes, parents, and even strangers.

“This job was an interesting mix of technical challenges. It really had it all: a massive set build, heavy CGI, stunts (a 56 man inverted human tower), 60 lights choreographed to music, and celebrity gamers,” said Alexander Mavor, one half of directing duo The Sacred Egg. “We always try to achieve an aesthetic that is unique to each project. This in particular was an amazing opportunity to create a brand universe with its own look, tone, characters and rules. Something that is entirely unique and ownable for Omen and which Gamers want to be a part of.”

“We want to empower gamers to feel proud of who they are and show what their potential can be by putting the magic of their brains on display,” says Tree Chan, Creative Director at W+K Shanghai.

This is just the beginning, as the work signals a global brand relaunch, with other W+K offices in North America and Europe releasing work under the new strategy. 

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CREDITS
CLIENT

CLIENT NAME: HP OMEN

PROJECT NAME: ACHIEVE GAMEFULNESS

CLIENT CONTACT: Josh Kocurek, Jamie Sullivan, Horacio Miranda, Grace Dong, Whitney Xu, Daniel Chia

LAUNCH DATE: October 21st

DURATION OF CAMPAIGN: 3 Months

CREATIVE AGENCY

AGENCY: W+K SHANGHAI

EXECUTIVE CREATIVE DIRECTORS: Ian Toombs, Vivian Yong

CREATIVE DIRECTOR: Tree Chan

COPYWRITERS: Nick Partyka, Christy Chen, Aier Xu, Raphael Valenti

ART DIRECTOR: Follen See

CREATIVE: César Farah, Matteo Marchionni

DESIGN DIRECTOR: Fish Ho

DESIGNER: Frankr Ran, Meng Meng, Zhangzhe Peng

HEAD OF PLANNING: Renee Zhang

PLANNER: Hubert Mou

COMMUNICATION PLANNERS: Echo Zeng, Molly Chen

EXECUTIVE PRODUCER: Bernice Wong

FILM PRODUCERS: Fang Yuan, Raymond Lau

DIGITAL PRODUCER: Angela Liu

ART PRODUCER: Juni Zhu

PRINT PRODUCERS: Stone Xue, Vic Zhang

RETOUCHER: Changqing Lee

FA ARTIST: Austin Hu

BUSINESS DIRECTOR: Jason Wang

ACCOUNT DIRECTOR: Linlin Shan

ACCOUNT MANAGERS: Ted Zhou, Eden Lui

ACCOUNT EXECUTIVE: Bell Ge

ACCOUNT INTERN: Maggie Li

BUSINESS AFFAIRS: Jessica Deng, Kathy Zhan

PRODUCTION

FILM PRODUCTION COMPANY: HAMLET / Riff Raff

EXECUTIVE PRODUCERS: Jason Felstead, Ruben Goots

DIRECTOR: The Sacred Egg

PRODUCER: Jane Tredget

DIRECTOR OF PHOTOGRAPHY: Benjamin Todd

POST PRODUCERS: Dominique Ruys, Sara Martinez Ruiz

FILM PRODUCTION COMPANY: FILMATE SHANGHAI

EXECUTIVE PRODUCER: Priscilla He

PRODUCERS: Sami Xia, Tim Zhang, Joe Shen

1ST ASSISTANT DIRECTOR: Maxine Zhang

ART DIRECTOR: Zorana

ASSISTANT ART DIRECTOR: Xiao Wei

STYLIST: Wang Jian

EDIT

FILM EDITORIAL COMPANY: CUT+RUN LONDON

EDITOR: Sam Bould

ASSISTANT EDITOR: Ben Cowan

POST PRODUCTION

FILM POST PRODUCTION COMPANY: MPC SHANGHAI

VFX SUPERVISOR: Patrick Firmansyah

EXECUTIVE PRODUCER: Jamie Loudon

VFX PRODUCER: Rachel Zhao

LINE PRODUCER: Sanchit Soi

PRODUCTION COORDINATOR: Taruna Sehgal

COLOURIST: Duncan Russell

DIGITAL COMPOSITORS: Zhongyan Dai, Allegra David, Ginesh Gandhi, Minnie Chen, Marielle Santens, Yashvardhan Jain, Geetesh Tari

ONLINE TEAM: Tingting Su, Robin Liu, Ragesh Ramchandran, Mahendra Natha Reddy, Shyam Babu, Abdullabeeb Kondachan, Joshi John, Vignesh Elumalai, Mahammad Shafiuddin, Sathish Chellappan, Jayakumar R, Aginesh K M, Priyanka Pintu Dey, Suvojit Ghosh, Sangeetha M, Vignesh R, Likin Ganapathi C P, Jegadeesan V, B Prathap Kumar, Sudev S, Sriram Parameshwaran , Ganesh Kumar S, Suhas N, Sreenivasa Aditya

CG SUPERVISORS: Christian Kalata, Jacob Oomen

MATCHMOVE ARTISTS: Anirudh Kurve, Karthick K, Ankit Dheraj Toppo, Konduru Achiraju, Nithin T K, Shridhar Bhat, Sindhuja Balasubramanian, Kishan Chandran, Venkatesh Jeyaram, Elangovan Ganeshan

CG LIGHTERS: Chamishka Gamage, Paolo Gnoni, Vaibhav Gupta, Amlan Mahapatra

ANIMATOR: Ambalika Nandy

FX ARTIST: John Svensson

CG MODEL AND TEXTURE ARTISTS: Aram Hakze, Harshitha V V, Sourodeep Dey

DIGITAL MATTE PAINTER: Winnie Sharma

CONCEPT ARTISTS: Andrew Brooks, Michelle Tolo

MOTION GRAPHICS: Derek Lian

MUSIC & SOUND

FILM MUSIC HOUSE: RICALL

MUSIC COMPOSER: Napier Bonnet

AUDIO HOUSE (LONDON): FACTORY

SOUND DESIGN: Mark Hills & Jon Clarke

SOUND PRODUCERS: Lucy Spong & Lou Allen

AUDIO HOUSE (SHANGHAI): BIG KNOWS

EXECUTIVE PRODUCER: Arthur Monnet

ART DIRECTOR: Charles Monnet

SOUND SUPERVISOR: Charles Monnet

SOUND ENGINEER: Aho

SOUND DESIGN: Charles Monnet

AUDIO HOUSE (SHANGHAI): HUSH

EXECUTIVE PRODUCER: Lily Shen

PRODUCER: Bonie

SOUND ENGINEER: Eason

VO TALENT: Ruby Li

KV ILLUSTRATION ARTISTS: Ondrej Zunka, Therese Detje, Filip Hodas

DIGITAL

DIGITAL EXPERIENCE PRODUCTION HOUSE: NORTH KINGDOM

MANAGING DIRECTOR: Nina Amjadi

EXECUTIVE PRODUCER: Derek Richmond

SENIOR PRODUCERS: Aneisa Hagen, Ginny Galloway

COORDINATOR: Kory Kovachevich

ART DIRECTORS: Aaron McGuire, Eric Margusity

3D MODELERS: Patrick Letourneau, Aleksey Schludchenko, Clara Bacou

3D ANIMATORS: Nick Scarcella, Todd Hersey

TECH DIRECTOR: Chris Coniglio

CREATIVE DEVELOPERS: Nick White, Chris Magee

BACKEND DEVELOPER: Dariusz Macina

DIGITAL EXPERIENCE SOUND DESIGN: AURELIA SOUNDWORKS

OTHER

PROPS DESIGN & PRODUCTION: FLIX FX

VIDEO & NETWORK PRODUCTION: BUZZ BUZZ

PRODUCTION ASSISTANTS: Jingtian Zong, Leo Chen

Category: Consumer Electronics , Gaming Consoles