Kuala Lumpur, Malaysia – With the launch of Coway BEREX, a new sub-brand housing a range of advanced rest and massage products, household appliances brand Coway has launched a new campaign locally which will invite time-starved urbanites to pause their world and be transported into an alternate reality for relaxation.
Headlining the campaign is a brand film ‘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.
Later in the film, the hero heads into an alternate BEREX dimension where time stands still around a series of creations designed for escapist relaxation.
Ryan Jung, head of marketing and product division at Coway Malaysia, said, “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.”
Meanwhile, Terces Pok, associate creative director at Grey Malaysia, commented, “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?”
