Wieden+Kennedy Shanghai and HP OMEN launched the short form sitcom-parody “FRENEMIES” depicting a group of passionate gamers who are intentionally competitive and critical towards … read moreone other to benefit their collective team. HP’s PC gaming subsidiary HP OMEN has been working with Wieden+Kennedy Shanghai since 2019 to define the brand in the APAC region. This year HP OMEN and W+K Shanghai have playfully revealed a cultural truth of how gamers get better to strengthen its connection to China’s 600 million+ community of gamers. Chinese culture is constantly encouraging “collective harmony”, but that’s just not how gamers behave in real life or progress in gaming. In actuality, they progress through fierce-rival friendships which challenge their gaming teammates to not suck and constantly progress their game.
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