Tag: Grey Malaysia

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?”

Kuala Lumpur, Malaysia – Grey Malaysia has kicked off a nationwide campaign for Telekom Malaysia (TM) with the rollout of ‘Unifi’s UniVerse’, a comprehensive suite of its best convergence offerings. The UniVerse includes home internet, mobile, entertainment, and lifestyle solutions that have been tailored to meet the diverse demands of today’s digital-savvy consumers.

Accompanying the launch is the ‘Choose Your UniVerse’ brand film, demonstrating how the brand’s portfolio of products converge into a seamless ecosystem. Featuring a diverse cast of family members and individuals from all walks of life, ‘Choose Your UniVerse’ showcases how everyone can experience the best of everything all at once, empowering them to create a personalised universe that meets their unique digital needs.

The campaign also showcases the updated visual identity, structure, and product offerings of Unifi, which were originally unveiled during the launch of UNI5G – Unifi’s 5G mobile offerings. This continuation underscores the brand’s commitment to innovation and adaptation, ensuring a seamless transition into the future of connectivity for all Malaysians.

Anand Vijayan, chief business and consumer officer at TM, said, “UniVerse is our most comprehensive suite of packages, integrating connectivity, entertainment, and lifestyle solutions for home, work and play. As the champion of convergence in Malaysia, these new offerings enable connected communities, reflecting TM’s aspiration to become a Digital Powerhouse by 2030, and advancing our nation towards its next digital evolution.”

Meanwhile, Jeremy Yeoh, deputy executive creative director at Grey Malaysia, commented, “With ‘Unifi’s UniVerse,’ we’re evolving the brand to stay ahead of the game. It encapsulates the essence of Unifi’s quadruple platform play and solidifies our presence across all sectors we engage in.”

Kuala Lumpur, Malaysia – Global communications network Grey Malaysia and home wellness specialists Coway have joined forces to launch the ‘Rest with Coway’ campaign that centers on Malaysians’ dreams and resting patterns. 

The new campaign is part of a nationwide study on Malaysians’ dreams and resting habits. It also aims to educate and assist people in achieving quality rest in their everyday lives. 

‘Rest with Coway’ is divided and released into two phases. In phase one, Malaysians are called to participate in the study centred around their rest habits and invited to share the details of their dreams. The data gathered is then dramatically visualised into unique AI-generated artwork.

During the course of the campaign, a professional psychologist is present to guide the process as the agency collects the subsequent data and insights to be used for the campaign’s second phase.

For phase two, a microsite is launched where people can search and discover the gallery of dreams from the public, learning and discovering the importance of a relaxed body and mind. Furthermore, selected AI visualisations of the dreams will be used in social, digital, OOH, and DOOH to drive the campaign.

The insights from the study will be data-visualised and geo-located so that one can see what people in their location have been dreaming about. With this, the campaign is expected to drive further engagement, buzz, and conversation. 

As part of the collaboration, the campaign will also create a platform for a new series of Coway products that hopes to address Malaysians’ ‘rest’ challenges, giving them an easier way to start their night on a perfect note. 

The team collaborated with production company Directors Think Tank to produce a film that unveiled survey insights and restful solutions to the challenges of having a good rest. The film also features Coway’s brand ambassador, Mira Filzah, joined by Coway customers as their dreams are visualised and brought to life with the help of generative AI.

The ‘Rest with Coway’ campaign also includes a once-in-a-lifetime contest, which gives Malaysians the chance to win one of five exclusive prizes: a private island escape, a K-pop experience trip, a day with brand ambassador Mira Filzah, a dream cash prize, and a full dream experience.

Ryan Jung, head of marketing and education division at Coway Malaysia, said, “Have you ever experienced days when you wake up after a night’s sleep feeling less than refreshed? We found out that a huge 78% of Malaysians are not well rested at night, something we aim to improve by better understanding the dynamics of rest. We wanted to uncover its root causes to offer tailored solutions to help Malaysians attain the rest they truly deserve, whenever needed.”

Speaking on the campaign, Heng Thang Wei, executive creative director at Grey Malaysia, also shared, “Dreams, we all have them, yet we know so little about them. Turning dreams into graspable imagery allows us to delve deeper into understanding the wondrous minds of Malaysians while opening up a completely new conversation about their resting and sleeping habits. This nationwide study showcases Coway’s commitment to staying at the forefront of innovation and continues to change the lives of Malaysians in every facet.”

Meanwhile, Graham Drew, chief creative officer at Grey Malaysia, also said, “Generative AI can do amazing things, but where it really comes to life is when it allows us to do things that simply weren’t possible before, like visually portraying the magical world of dreams that until now has only existed in our head. With the Coway Dream Study, we are revealing new sides of our humanity and using that data to visualise unique insights into the realm of rest that Coway can actively use to educate and innovate future products and services.”

Kuala Lumpur, Malaysia – Telekom Malaysia (TM) has teamed up with Grey Malaysia to launch a new campaign which uses generative AI to showcase the multifaceted diversity of the country. The new campaign was launched ahead of the upcoming Merdeka Day celebrations.

The TM team has created ‘AIDENTITI™ KITA’ an AI platform that allows people to express the unique traits that make them Malaysian. The campaign features a microsite at where people can generate their ‘AIDENTITI™’ as a personalised music video clip and stand a chance to be featured on digital billboards across the nation.

Following this, the team also worked with Directors Think Tank and Nacho Usual Collective to produce a one-of-a-kind music video featuring Malaysian artists MK (K-Clique), Suki Low and Balan Kash. Created with generative AI and the vision of film director Ian Djin Kai, the film tells a story of Malaysia’s diversity through live-action and unique digital artwork compositions. 

Driven by a pop-rap music composition infused with traditional instruments, the music video showcased the beauty of Malaysia’s multifaceted culture in a method that’s fresh and modern.

Shanti Jusnita Johari, chief marketing officer at TM Group Customer Experience and Marketing, said, “Aligning with TM’s mission to bring new technologies to everyday Malaysians, this campaign showcases our country’s identity and diversity through a unique digital engagement, where communities from all walks of life can experience AI up close. Through our AIDENTITI™ KITA initiative, we at TM aim to foster unity by bridging culture, humanity and technology.”

Meanwhile, Jeremy Yeoh, deputy executive creative director of Grey Malaysia, commented, “We wanted to give people the platform to experience AI in a way that’s uniquely Malaysian. With generative AI, we’re able to add a different dimension and generate new perspectives on how we express Malaysia’s colourful kaleidoscope of faces and facets,”

Lastly, Jamie Hendricks, senior art director and Lysha Zulkifly, senior copywriter of Grey Malaysia, jointly said, “Giving everyone a taste of what AI can be is the beauty of this campaign, and what better way than to present it through our diverse culture. The outcome we got from the generated artwork with what was filmed really brought to life our blend of identity. It’s still uncharted territory that we’re tapping into, but as creatives, we have to adapt to constant new mediums of creativity. And with AI, it’s definitely a worthy exploration.”

Malaysia – The Malaysia team of communications network Grey has appointed two deputy executive creative directors to boost its creative team. Heng Thang Wei has been elevated to the position of creative director, while Jeremy Yeoh, joins the team from Naga DDB Tribal. All of Grey Malaysia’s clients including Telekom Malaysia, Unifi, Volvo, and Coway will now be handled by the newly appointed leaders, and both will be reporting to chief creative officer Graham Drew.

The move follows 18 months of continued growth for Grey Malaysia. Since 2014, Heng Thang Wei has worked for Grey Malaysia as a senior art director joining from Leo Burnett. Since that time, Heng Thang Wei has grown to lead his own team – heading up the Coway and Lenovo accounts and playing a fundamental role in international award-winning work for Tesco and WWF.

Meanwhile, Yeoh boasts a 15-year career journey from Naga DDB Tribal, where he was a creative director heading work for KFC, Prudential and Wonda Coffee.

On his appointment, Heng Thang Wei said, “Has it been 7 years? What!? I’ve learned so much during my time here and we’ve achieved things that we never thought possible on the global creative stage. Now that I’ve seen what’s possible, I’m only hungry for more and with Jeremy on board we can do even greater work.” 

Meanwhile, Yeoh shared, “Moving up to ECD is a big step, something I did not take lightly, but my ambitions to create big, impactful work found a good home here. If the photoshoot is anything to go by, Thang and I already have a great synergy.”

Drew commented, “Thang has been an irreplaceable wingman throughout my time at Grey. With so much energy and talent, it’s with genuine pride that I’ve seen him grow into the creative leader he is today. Jeremy is a talent that’s been on my radar for such a long time, from the culturally defining work on KFC to societal causes such as the ‘Nursery Crimes’ work.

“The prospect of having two such creative minds working together and sparking off each other as a team is so exciting – these two can only push us even higher,” Drew adds.