Because under-18s are now limited to three hours of gaming a week in China, leveling up to 18 is a big deal. HP's Omen brand, working with Wieden Kennedy Shanghai, welcomed 575 young people to 'gamerhood' with digital gifts.
New films from Smartone and HP both traffic in commonplace signifiers of technology, such as accelerating to warp speed. But only one of the two ads goes beyond high-tech sheen to deliver something of substance.
CMO Siew Ting Foo explains how HP is working to lure console gamers to the PC platform and build legitimacy for its Omen brand across APAC.
For HP Omen, Wieden+Kennedy Shanghai creates a hilarious short-form skit depicting the moment a laptop fails on a group of passionate gamers.
THE WORK: 'Achieve gamefulness' for HP Omen by Wieden+Kennedy Shanghai.
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