Ad Nut
Apr 8, 2019

A cinematic journey through clean air and water

Grey Malaysia brand campaign for Coway touts a customer milestone.

Korea-based brand Coway has tapped Grey Malaysia for a campaign marking its achievement of a 1-million-customer milestone in Malaysia.

Made with production company Directors Think Tank, the film that anchors the campaign transitions smoothly from a beach to the inside of an air purifier to a laboratory to a kitchen countertop. Ad Nut doesn't find it as fun or relevant as an earlier work, but that's inevitable when you place focus on the company rather than the actual users of its products. If Coway had to make a boasty brand film, at least the creative team made it interesting to look at.

The campaign includes cinema, TV, social media and outdoor.


Executive Creative Director: Graham Drew
Creative Director: Heng Thang Wei
Senior Copywriter: Charlene Ong
Art Director: Terces Pok, Ralve Khor
Brand Director: Marcus SK
Snr. Brand Executive: Kamil Zulhaidi
Production: Directors Think Tank
Film Director: Sling Ng
Producers: Heng Tek Nam, Tan Shu Ying
Media Agency: Ampersand Advisory

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