Coway brings the power of rest to the world in new brand film

South Korean household manufacturer Coway has released a new brand film in conjunction with the launch of its latest sub-brand BEREX. 

BEREX is a new sub-brand housing a range of advanced rest and massage products under the tagline 'Rest. Be Better.'

The film, titled "Pause the world" is part of a fully integrated campaign by Grey Malaysia and directors Think Tank. 

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Shot at one of the busiest spots in the heart of Kuala Lumpur, the film brings the hustle and bustle to a near standstill, turning the stressful into the sublime through the beauty of super-slow-motion shots. 

When chaos ensues, the main character in the film is brought into an alternate dimension which is far more relaxing. She later comes across products that are part of the BEREX collection. She is later seen walking into a bright light. 

"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," said Ryan Jung, Coway Malaysia's head of marketing and product division.

"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," added Jung. 

According to Terces Pok, Grey Malaysia's associate creative director, the film's 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?" said Pok. 

This campaign is reminiscent of the brand's "Rest with Coway" campaign last year, also created in collaboration with Grey. 

The campaign aimed to create a platform for a new series of Coway products that looks to address Malaysians' 'rest' challenges.

It was released in two distinct phases. The first phase called on Malaysians to participate in a study centred around their resting habits and invited them to share the details of their dreams. The results of the study were then used to create AI-generated artwork.

The second phase saw the launch of a microsite where people can search and discover the gallery of dreams from the public, learning and discovering the importance of a relaxed body and mind.

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