“An empty aluminum can? There's no sweeter promotional item!” (Muse by Clio)
TASK: Convince skeptical gamers that a gaming laptop could, in fact, run games smoothly without lighting their legs on fire.
TRUTH: The OMEN 16 was one cool gaming laptop. But, its coolest feature wasn’t a GPU, nor was it an ergonomic keyboard… it was air. Ice cold air that funneled through the machine to keep your game running smooth.
TENSION: With a cooling system this premium, we couldn’t just let it run on any old air.
Introducing: Air by OMEN.
We made a fancy paralaxing website where you could order your own premium, handcrafted, bespoke, locally sourced, twice-aged, molecularly optimized, sweet-smelling cans of air. Air fit for the OMEN 16 to drink.
That’s the power of Air.
In tandem, we released an instructional video of how to properly use your can of Air by OMEN, in case you were wondering.
“Air is everywhere! Air is everything!”
To push the bit to its furthest reaches, we launched to press with a very unorthodox keynote: Hyping not the hardware of the OMEN 16, but rather, the air that flowed through it. And taking the piss out of the overhyped, Apple-style tech launches in the process.