| Title | WE DON'T CARE |
| Brand | OMEN |
| Product / Service | HP OMEN KOREA |
| Category | C03. Challenger Brand Strategy |
| Entrant | WIEDEN+KENNEDY Tokyo, JAPAN |
| Idea Creation | WIEDEN+KENNEDY Tokyo, JAPAN |
| Production | WIEDEN+KENNEDY Tokyo, JAPAN |
| Production 2 | RECORD Seoul, SOUTH KOREA |
| Production 3 | SKETCHED Seoul, SOUTH KOREA |
| Production 4 | KEEP US WEIRD Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Scott Dungate | Wieden+Kennedy Tokyo | Executive Creative Director |
| Steve Nakamura | Wieden+Kennedy Tokyo | Creative Director |
| Sohyun An | Wieden+Kennedy Tokyo | Copywriter |
| Sol Oh | Wieden+Kennedy Tokyo | Art Director |
| Thijs van de Wouw | Wieden+Kennedy Tokyo | Strategic Planning Director |
| Justin Lam | Wieden+Kennedy Tokyo | Communications Planning Director |
| Rudy Jean-Francois | Wieden+Kennedy Tokyo | Strategic Planner |
| Kerli Teo | Wieden+Kennedy Tokyo | Head of Production |
| Ty Demura | Wieden+Kennedy Tokyo | Agency Producer |
| Anthony Matsuo | Wieden+Kennedy Tokyo | Account Director |
| Karen Peng | Wieden+Kennedy Tokyo | Account Supervisor |
| Yosuke Suzuki | Wieden+Kennedy Tokyo | Managing Director |
| Aiwei Ichikawa | Wieden+Kennedy Tokyo | Studio Manager |
| Jacob Kim | Wieden+Kennedy Tokyo | Agency Editors |
| Vinod Vijayasankaran | Wieden+Kennedy Tokyo | Agency Editors |
| Midori Sugama | Wieden+Kennedy Tokyo | PR |
| Seungwhan Lee | Sketched/Keep Us Weird | Executive Producer |
| Nuri Jeong | COSMO | Director / Editor |
| Hanwool Jung | COSMO | Assistant Director |
| Nam Cho | Sketched/Keep Us Weird | Producer |
| Chae Lee | Sketched/Keep Us Weird | Producer |
| Chihoon Ihm | N/A | Director Of Photography |
| Giung Seo | N/A | Director Of Photography |
| Soyoung Lee | N/A | Production Design / Props |
| Eiji Iwakawa | N/A | Offline Editor |
| Hyewon Kwak | LUCID COLOUR | Colorist |
| Ipsae Lee | N/A | Stylist |
| JeeHyun Kim | N/A | Hair & Make-up |
| Youngshin Ha | N/A | Gaffer |
| Giung Seo | N/A | 1st AC |
| Chihoon Ihm | N/A | 1st AC |
| Minhyuk Hong Minhyuk Hong | N/A | 2nd AC |
| Sung Kim | N/A | Driver |
| Hanjoo Kim | N/A | Mixing and Mastering |
| Hanjoo Kim | N/A | Mixing and Mastering |
| Hanjoo Kim | N/A | Mixing and Mastering |
| Dongwoo Gang | N/A | Photographer/Video |
| Ted Yoon | N/A | Design |
| Gawon Kim | Keep Us Weird | Production Assistant |
| Sohee Heo | Keep Us Weird | Production Assistant |
| Jihoon Lee | Keep Us Weird | Production Assistant |
| Seoyun Lee | Keep Us Weird | Production Assistant |
| Soogeon Park | Keep Us Weird | Production Assistant |
| Aaron Younglae Cho | Sketched /Keep Us Weird | Executive Producer |
Context: OMEN PC’s are purpose-built for the best gaming experiences, but OMEN is relatively new to Koreans. Research found that Korean gamers tend to be more competitive compared with other countries, in order to survive social inequalities. We saw a great opportunity to ignite conversation around this privilege and encourage gamers to stand for the fact that your skill is not given, it is earned. Brief: Get enthusiasts and proud gamers to recognize OMEN as a differentiated brand that stands for equal opportunity through PC gaming, by igniting conversation with the brand’s provocative point of view. Objectives: Drive awareness and differentiate the OMEN brand to establish a unique brandworld that would continue to generate conversation.