Coway has launched a new sub-brand, BEREX, focusing on relaxation and wellness with the tagline “Rest. Be Better.” This innovative range includes advanced rest and massage products, expanding Coway’s traditional offerings beyond water and air purifiers.
To promote BEREX, Coway partnered with Grey Malaysia to create an engaging campaign titled “Pause the World.” The campaign features a brand film shot in a bustling area of Kuala Lumpur, where the chaos of everyday life is transformed into serene moments through stunning slow-motion visuals. The film takes viewers into a peaceful alternate dimension, showcasing products designed for ultimate relaxation.
Ryan Jung, Coway Malaysia’s Head of Marketing & Product Division, emphasizes that sleep and rest are essential human needs, just like water and air. The BEREX range includes mattresses, massage chairs, and massage beds that are proven to enhance relaxation. With this new initiative, Coway aims to become a leader in the growing sleep and wellness market.
Terces Pok, Associate Creative Director at Grey Malaysia, explains that the campaign addresses the high levels of stress in Malaysia. In a world where efficiency is often prioritized, Coway and Grey encourage consumers to embrace a slower pace and prioritize self-care. This innovative approach positions Coway as a brand that values relaxation and well-being.
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