Grey Malaysia and Directors Think Tank have created this integrated campaign for Coway, with a brand film titled ‘Pause the World’.
As the number one brand for water and air purifiers, recent years have seen Coway diversifying its legacy offerings into other innovations. This month sees the launch of Coway BEREX: a new sub-brand housing a range of advanced rest & massage products (under the tagline ‘Rest. Be Better’).
Shot at one of the busiest spots in the heart of Kuala Lumpur, the first half brings the bustle of chaotic movements and catastrophic clashes to a near standstill, turning the stressful into the sublime through the beauty of super-slow motion shots. This leads the hero into an alternate BEREX dimension where time stands still around a series of creations designed for escapist relaxation.
“Coway views sleep and rest as basic human necessities, just as important as water and breathing. Coway BEREX will feature an integration of product categories – mattresses, massage chairs and massage beds- that have been proven to improve relaxation. Coway plans to be a pioneering force in the trending sleep and wellness business with this new sub-brand and drive the company’s growth,” said Ryan Jung, Coway Malaysia’s Head of Marketing & Product Division.
Terces Pok, Grey Malaysia’s Associate Creative Director, said: “The premise was inspired by Malaysia being among the top ten most stressed and overworked countries. When so many of the world’s leading innovators are inventing ways to do more things in less time, both Coway and Grey decided it’s time for a leading brand to take the opposite stance. Instead of technology that makes us move faster, how about tech that lets us be slower?”
Credits
Agency: Grey Malaysia
Chief Creative Officer: Graham Drew
Deputy Executive Creative Director: Heng Thang Wei
Associate Creative Director: Terces Pok
Creative Group Head: Charlene Ong
Copywriter: Anyda Azan
Art Director: Anlyne Chen
Junior Art Director: Jinjin Lang
General Manager: Marcus SK
Brand Director: Patricia Lee
Senior Brand Manager: Liezaty Zaini
AV producer: Suzy Chiang
Production: Directors Think Tank
Film Director: Sling Ng
Producers: Tan Shu Ying
