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 GAMEFUNESS 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.
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.
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.
