Coway aims to make a splash with new 'Change Your Life' campaign

Korean water and air purifier brand Coway has launched a short film inspired by true events as part of its "Change Your Life" brand campaign. The spot features the journey of a child who, despite struggling with health issues, grew up to become a record-breaking freediver thanks in part to the result of Coway’s presence in her household.

Done in collaboration with Grey Malaysia and Directors Think Tank, the integrated campaign will be launched across TV, social media and other outdoor touchpoints. At the same time, the campaign also sees a nationwide contest which will reward Coway consumers with a home makeover worth up to RM500,000.

Kyle Choi, MD of Coway Malaysia, said as Malaysians navigated a challenging year in which the home became more important than ever, the company aims to be there for customers through every moment of their lives. "Beyond selling water and air purifiers, we take pride in our diligent after-sales service and maintenance – truly ensuring every product continues to change your life for the better," he added.

Grey Malaysia's creative director, Heng Thang Wei, said Coway as a life care company has its presence deeply rooted in everyday lives. "The film is intended to illustrate that. We are really pleased with the outcome and thank Coway for giving us this amazing opportunity to work on this project," Heng said.

Meanwhile, Sling Ng, film director at Directors Think Tank said in order to emulate the thrill of diving into the deep sea, it put together a dream team: deep sea photographers, free-diving instructors and an experienced crew that each pushed their personal limit to achieve what consumers see in the film.

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