Welcome to Gamerhood

In 2021, China introduced a new law limiting gamers under the age of 18 to just three hours of game time per week.

This sucks. But it also means gamers turning 18 can finally game restriction free.
To celebrate their new found freedom, Wieden + Kennedy Shanghai and HP OMEN created a ceremonial animation welcoming them to Gamerhood—the gamers’ version of adulthood.

All 575 frames of the 24 second animation were minted as unique NFTs, gifted as the most special birthday gifts for newly 18 year old gamers.

Press: Muse by Clio | Campaign Asia

All 575 NFTs came together to create this celebratory animation:

We made an H5 website for gamers to sign up for the special birthday gifts.
The site also features a gallery page where gamers can see how all 575 NFTs combine together to form the celebratory animation.

All 575 unique NFT frames.

Created manga & comic book inspired video game characters that would make my 10 year old self proud.

The NFTs were teased by mysterious gift boxes throughout social platforms to drive registration.

People across social media took notice of Omen’s show of support for gamers who had to endure the 3-hour per week restrictions.
They were not shy about expressing their jealousy of these special birthdays gifts.