To promote its “WASD” gaming brand in China, HP is targeting hardcore gamers with a campaign in gaming magazines and conventions under the enigmatic platform "Gamers Know."

The ad features the hand of gamer with a red blister, known among the die-hard gamers as "The Mark of a True Gamer”; a nod to those who have spent countless hours playing their favourite games.



Copywriter: Jean-Baptiste Le Divelec

Art Director: Alexis Chatain

Photographer: Pierrick Jégou



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The campaign was released in the biggest airport in China during a major gaming event.