In an attempt to show benefits of playing video games, HP commissioned a campaign with video for the computer maker Omen. Does the film give the right impression?
Until recently, China held the title of the world’s largest gaming market. But, last year’s gaming freeze amid a regulatory crackdown on internet content and addiction changed that. Facing pressure from the Chinese state media and regulators over the epidemic of video game addiction, several companies like Tencent even introduced in tools to restrict minors playing time.
Considering these circumstances, it’s easy to see why an advert that plays up research-proven cognitive benefits of video games seems like a perfect match for the promotion of Omen’s line of gaming devices.
Using the line “The harder you fall, the stronger you rise”, two characters reminiscent of Buddhist monk mentors stroll around gamer training institute imbuing their wisdom on players.
We see rows of players deep in their meditation state, while others hover over their computers. It’s hard to say whether it’s the see-through heads with glowing brains of the characters, or the zombie-like looks of the players, but something is rather creepy about the film. Feels like the ad itself is almost a government warning against video game addition!
Agency: W+K Shanghai
Executive Creative Directors: Ian Toombs, Vivian Yong
Creative Director: Tree Chan
Copywriters: Nick Partyka, Christy Chen, Aier Xu, Raphael Valenti
Art Director: Follen Asee
Creative: César Farah, Matteo Marchionni
Designer: Frankr Ran, Meng Meng, Zhangzhe Peng
Executive Producer: Bernice Wong
Film Producer: Fang Yuan
Film Production Company: Hamlet / Riff Raff
Executive Producers: Jason Felstead, Ruben Goots
Director: The Sacred Egg
Producer: Jane Tredget
Director Of Photography: Benjamin Todd
Film Production Company In Shanghai : Filmate Shanghai
Executive Producer: Priscilla He
Producers: Sami Xia, Tim Zhang, Joe Shen
1st Assistant Director: Maxine Zhang
Art Director: Zorana
Assistant Art Director: Xiao Wei
Stylist: Wang Jian
Film Editorial Company: Cut+run London
Editor: Sam Bould
Film Post Production Company: MPC Shanghai
VFX Supervisor: Patrick Firmansyah
Executive Producer: Jamie Loudon
VFX Producer: Rachel Zhao
Animator: Ambalika Nandy
Audio House (london): Factory
Sound Design: Mark Hills & Jon Clarke
Audio House (shanghai): Big Knows
Executive Producer Big Knows: Arthur Monnet
Sound Supervisor & Sound Design Big Knows: Charles Monnet