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.

CREDITS

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

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

1 hour ago

How Giant gives the people what they want: $16 ...

Dairy Farm’s Southeast Asia marketing chief on the radical idea of permanently lowering prices and going against hype- and promotions-driven marketing.

1 hour ago

Can Japan recognise strength in diversity?

Japan’s concept of what it means to be Japanese remains overly narrow. But some signs point to more inclusion and acceptance of diversity in background, mindset, struggles and choices, writes the co-CEO of Yuzu Kyodai.

2 hours ago

Cathay Pacific tries to give vaccination rates a ...

The airline encourages staff and Hong Kong people to get their jabs so they can get flying again.

2 hours ago

Women Leading Change Awards shortlist revealed

See the women and companies shortlisted for the fifth annual awards, the winners of which will be announced on June 8.