It's estimated that there are over 600 million gamers in China, yet society largely still perceives gaming as a waste of time.  That's why HP Omen and Wieden+Kennedy Shanghai are championing gamers with a new three-spot campaign, called Achieve Gamefulness, that celebrates the positive impact that PC gaming has on the mind. You might not believe that gaming makes you smarter but scientists have been studying the effects of gaming on the brain for years and research found that laparoscopic surgeons who game perform 37% fewer errors, gamers can improve memory by 12% when gaming 30 minutes every day for two weeks, action video game players respond approximately 12% faster than non-video game players, and many more. “In a fast-growing society like China, gaming is seen as a pause from everyday progress," says Renee Zhang, Head of Planning at W+K Shanghai. "Revealing the benefits of gaming was essential to really celebrate gaming for what it is.”   “This job was an interesting mix of technical challenges. It really had it all: a massive set build, heavy CGI, stunts (a 56 man inverted human tower), 60 lights choreographed to music, and celebrity gamers,” said Alexander Mavor, one half of the Hamlet and Riff Raff directing duo The Sacred Egg. “We always try to achieve an aesthetic that is unique to each project. This in particular was an amazing opportunity to create a brand universe with its own look, tone, characters and rules. Something that is entirely unique and ownable for Omen and which Gamers want to be a part of.”  So, what are you sitting there reading this for? That end-of-level boss isn't going to defeat itself...