HP Omen teams up with director Joe Melhuish and agency, Wieden Kennedy Shanghai, to welcome 575 young people to 'gamerhood' with digital gifts.

Last year, China implemented rules that limit people under 18 to three hours of gaming per week. This makes the 18th birthday into a real celebration for gamers.

HP Omen decided to put on a competition which allows gamers who are turning 18 to take part and win 1 out of 575 NFTs as a gift. One frame from Joe's animation is turned into one NFT.