| Title | IT’S TIME TO MOVE ON TO A FREER PLACE WITH OMEN |
| Brand | HP OMEN |
| Product / Service | HP OMEN |
| Category | C03. Challenger Brand Strategy |
| Entrant | WIEDEN+KENNEDY Tokyo, JAPAN |
| Idea Creation | WIEDEN+KENNEDY Tokyo, JAPAN |
| Idea Creation 2 | WIEDEN+KENNEDY Tokyo, JAPAN |
| Production | SERIAL PICTURES New York, USA |
| Production 2 | SERIAL PICTURES New York, USA |
| Production 3 | TOKYO Tokyo, JAPAN |
| Production 4 | AOI PRO. INC. Minato City, JAPAN |
| Post Production | ICE CREAM Paris, FRANCE |
| Name | Company | Position |
|---|---|---|
| Asami Yamashita | Wieden+Kennedy Tokyo | Copywriter |
| Kazuhi Yoshikawa | Wieden+Kennedy Tokyo | Art Director |
| Kosuke Sasaki | Wieden+Kennedy Tokyo | Senior Producer |
| Daisuke Asada | Wieden+Kennedy Tokyo | Studio Designer |
| Sara Greco | Serial Pictures | Executive Producer |
| Joshua Goldstein | Serial Pictures | Producer |
| Joshua Goldstein | Serial Pictures | Producer |
| Mikul Eriksson | Serial Pictures | Director of Photography |
| Hide Nagasawa | TOKYO | Executive Producer |
| Go Tanabe | TOKYO | Producer |
| Hideki Okawa | TOKYO | Line Producer |
| Hideki Okawa | TOKYO | Line Producer |
| Eriko Amari | TOKYO | Production Manager |
| Kanna Naiki | TOKYO | Production Manager |
| Nagisa Kodama | TOKYO | Assistant to Director |
| Ko Iwagami | TOKYO | Casting Director |
| Ko Iwagami | TOKYO | Casting Director |
| Rikiya Takano | TOKYO | Casting Director |
| Arata Ijichi | TOKYO | Lighting Director |
| Remi Takenouchi | N/A | Wardrobe | Costume | Styling |
| CARRIE CARRIE | N/A | Hair & Make up |
| Enzo Enzo | TOKYO | Production Design |
| Ty Demura | Wieden+Kennedy Tokyo | Producer |
| Scott Dungate | Wieden+Kennedy Tokyo | Executive Creative Director |
| Aiwei Ichikawa | Wieden+Kennedy Tokyo | Studio Manager |
| Rudy Jean-Francois | Wieden+Kennedy Tokyo | Strategic Planner |
| Jacob Kim | Wieden+Kennedy Tokyo | Agency Editor |
| Justin Lam | Wieden+Kennedy Tokyo | Comms Planning Director |
| Anthony Matsuo | Wieden+Kennedy Tokyo | Account Director |
| Steve Nakamura | Wieden+Kennedy Tokyo | Creative Director |
| Midori Sugama | Wieden+Kennedy Tokyo | PR |
| Yosuke Suzuki | Wieden+Kennedy Tokyo | Managing Director |
| Thijs van de Wouw | Wieden+Kennedy Tokyo | Strategic Planning Director |
| Naomi Hirano | Wieden+Kennedy Tokyo | Account Executive |
| Naomi Hirano | Wieden+Kennedy Tokyo | Account Executive |
| Ryota Tsukamoto | Wieden+Kennedy Tokyo | Creatives |
| Haruto Murata | Wieden+Kennedy Tokyo | Creatives |
| Takuro Kobayashi | Wieden+Kennedy Tokyo | Translator |
| BRTHR BRTHR | BRTHR | Director |
Situation: In Japan where console is king, PC gaming brands are fighting for less than 20% of the gaming market. Within this context, OMEN’s brand awareness was one of the lowest amongst the competition. Throughout our research, we discovered that console gamers felt their hardware was holding them back when they were playing online. We saw a great opportunity to go after the market leader by inviting gamers to switch to OMEN, because they deserve to play without any limitation. Brief: Get gamers to recognize OMEN as the best alternative to the consoles that are holding them back by showing how OMEN unlocks their online gaming experience thanks to its versatility, ease of use, performances and advanced communication options. Objectives: Drive up the awareness and differentiate OMEN brand to establish ecosystem