KUALA LUMPUR, MALAYSIA — As one of the leaning brands for water and air purifiers, Coway has been diversifying its legacy offerings into other innovations in recent years. This month, it launched Coway BEREX, a new sub-brand housing a range of advanced rest and massage products under the tagline “Rest. Be Better.”
Launching a fully integrated campaign is a brand film titled Pause the World by creative agency Grey Malaysia and production house Directors Think Tank.
Shot at one of the busiest spots in the heart of Kuala Lumpur, the first half brings the bustle of chaotic movements to a near standstill, turning stressful into the sublime through the beauty of super-slow motion shots. This leads the hero into an alternate BEREX dimension where time remains 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 …