Today in China there are over 600 million gamers, yet society largely still perceives gaming as a waste of time. It’s why HP OMEN and Wieden+Kennedy Shanghai champion gamers in a campaign called “ACHIEVE GAMEFULNESS,” which celebrates the positive impact that PC gaming has on the mind.

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 used cutting-edge brain-scan technology that measured 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.

ROLE Creative

WITH Nike Partyka, Matteo Marchioni

ART DIRECTION Follen See

TECH North Kingdom