There is no privilege or special treatment in Wieden+Kennedy Tokyo new HP OMEN campaign
The new HP OMEN campaign via Wieden+Kennedy Tokyo shines a light on social and income inequalities of South Korea. A society where your family connections, where you went to school, your physical appearance, or your wealth, can give you privilege and an advantage in life.
At OMEN, “We Don’t Care. Because none of it has to do with your gaming skills”. In the world of PC gaming, there is no privilege or special treatment. Every player starts with the same resources, time, and skills, and only hard work gets rewarded.
HP OMEN is making a stand for equal opportunity, through PC gaming. Many professional players are a testament that success is earned, not given. In 2021, League of Legends Champions Korea (LCK) formed a partnership with HP OMEN. The campaign also features visual posts of many of the top LCK players who represent the HP OMEN philosophy.
In the world of PC gaming, there is no privilege or special treatment. Every player starts with the same resources, time, and skills, and only hard work gets rewarded.
Foo Siew Ting, Chief Marketing Officer, Greater Asia, HP Inc, said: “We wanted to bring to life the ‘Play to Progress’ values of the HP OMEN brand in a way that is culturally relevant and would resonate with gamers in Korea. Developed based on deep local insights, the ‘We Don’t Care’ campaign challenges gamers to define who they are by their skills, not their social status, to find purpose and achievement in their gameplay.”
W+K Executive Creative Director, Scott Dungate, said: “The work was created from a strong understanding of South Korean society pressures and the gaming audience. It’s provocative and underscores the fact that the gaming world is a place where only your skill will earn you respect and merit.”
Director, Nuri Jeong, said: “I hope that gaming world isn’t the only authentic measure of an individual’s skills, free from societal norms or popular opinion.”
