Wieden+Kennedy Tokyo has created this campaign for HP OMEN PCs which demonstrates how they are purpose-built for the best gaming experience. They are used by professional esports leagues and gaming enthusiasts worldwide.
The 2022 HP OMEN campaign shines a light on the increasing social and income inequalities of South Korea. 74% of South Koreans in their 20s reported experiencing unfairness of injustice, feeling that “South Korean society betrays hard work.” Unlike the physical world, PC gaming represents a level playing field where everybody starts from the same place, regardless of their status, education and appearance.
HP OMEN believes that in the game world, skill is the only thing that matters.
That’s why HP OMEN has partnered with one of the world’s top esports teams, T1 (featuring the legendary Faker, with Oner, Zeus, Gumayusi, Keria, and Asper). Faker and T1 are living proof that with hard work and skill, you can overcome anything.
This philosophy is represented in the 2022 campaign, ‘OMEN RULE BOOK’. A series of films launched in conjunction with the prestigious esports tournament, League of Legends Champions Korea (LCK).
HP OMEN equipped T1 with the hardware. As they outperformed all expectations, not only winning the LCK 2022 spring title, but also becoming the first team in history to have an undefeated season. Proving that HP OMEN is the place where achievement is earned, not given.
During the event, HP OMEN also asked the fans to participate in the campaign by submitting their own rules. 5 winners were selected by the public. More than 4,800 #myOmenRule submitted, and 214,000 people voted.
The film was directed by Nuri Jeong.
Steve Nakamura, Creative Director at W+K said: “Faker and T1 are an inspiration to the next generation of gamers. T1 is a perfect partner with OMEN, because they both represent the same values in gaming.”
Jeong said: “OMEN RULE proposes inspiring rebellious codes for not only gamers, but also for the present and future young generations in South Korea.”
Executive Creative Director: Scott Dungate
Creative Director: Steve Nakamura
Copywriter: Sohyun An
Art Director: Chaeyeong Seo
Strategic Planning Director: Thijs van de Wouw
Communications Planning Director: Justin Lam
Strategic Planner: Rudy Jean-Francois
Head of Production: Kerli Teo
Agency Producer: Ty Demura
Account Director: Anthony Matsuo
Account SupervisorL Ara Jo
Managing Director: Yosuke Suzuki
Studio Manager: Aiwei Ichikawa
PR: Midori Sugama
PRODUCTION COMPANY: Sketched & Keep Us Weird
Executive Producer: Aaron Younglae Cho, Seunghwan Lee
Director / Editor: Nuri Jeong (COSMO)
Assistant Director: Hanwool Jung (COSMO)
Director of Photography: Giung Seo (Line of Sight)
Producer: Nam Cho, Gawon Kim
Production Assistant: Sanghak Park, Juneon Park, Sohee Heo, Younghoon Jeong
Production Design / Props: Mole – Insol Yun
Colorist: Changbin Yu, Jaehoon Jung (Vision Commercial)
Hair & Make-up: JAE MI, Dohee Kim
Gaffer: Minsoo Kang (VIT Lighting)
1st AC: Minhyuk Hong
2nd AC: Jaeho Kim, Jaehong Kim
Photographer/Video: Dongwoo Gang
Design: Bohuy Kim
OMEN RULE #1 featuring Faker
THERE’S NO GOLD SPOON IN THE GAME WORLD.
EVERYONE STARTS WITH THE SAME GOLD.
OMEN RULE #2 featuring Oner, Zeus, Asper
YOU CAN BUY ANYTHING IN THIS WORLD WITH MONEY, BUT GAME SKILLS.
OMEN RULE #3 featuring Gumayusi /MUTE ALL.
JUST LET YOUR SKILLS DO THE TALKING.
OMEN RULE #4 featuring Keria
YOUR ONE AND ONLY ENEMY IS YOUR DOUBT. KILL THAT FIRST.
OMEN RULE #5 featuring Faker
PRETTY SKINS DON’T HELP YOU WIN. ONLY SKILLS DO.