Coway Invites Time-starved Urbanites to Pause the World with New Relaxation Range

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'). 

Launching a fully integrated campaign is a brand film titled 'Pause the World' by Grey Malaysia and 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 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?"