Coway & Grey Malaysia: A Dreamy Collaboration
Coway, the renowned health and wellness brand, has teamed up with the creative powerhouse Grey Malaysia to unveil “Rest with Coway”. This ambitious project aims to delve deep into the dreams and resting habits of Malaysians, with the ultimate goal of helping individuals achieve the quality rest they so rightly deserve.
Phase One: A Deep Dive into Malaysians’ Dreams
The campaign kicks off with a call to Malaysians to share insights about their rest habits and the intricate details of their dreams. These personal stories are then transformed into mesmerizing AI-generated artwork, offering a visual representation of the nation’s dreamscape. With expert insights from a seasoned psychologist, the data collected will pave the way for the campaign’s subsequent phase.
Phase 1 film: Calling All Dreamers to Rest With Coway!
Phase Two: The Gallery of Dreams
The second phase introduces a dedicated microsite, www.restwithcoway.com.my, where curious minds can explore a gallery of dreams shared by the public. This platform emphasizes the significance of a relaxed body and mind. Select AI visualizations will be showcased across various media platforms, from social media to digital billboards, amplifying the campaign’s reach. The study’s insights will be mapped geographically, allowing users to see the dreams of people in their vicinity, sparking conversations and engagement. This campaign also sets the stage for Coway’s upcoming product line, designed to address the rest challenges faced by Malaysians.
Ryan Jung, Head of Marketing and Education Division at Coway Malaysia, shared his insights, stating,“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.”
Win Big with Coway
The campaign is sweetened with a once-in-a-lifetime contest, offering Malaysians the opportunity to win one of five exclusive prizes. From a private island escape to a day with brand ambassador Mira Filzah, the rewards are truly dreamy.
A Cinematic Exploration of Rest
In collaboration with Directors Think Tank, a film has been crafted that sheds light on the survey’s findings and offers solutions to the identified challenges. The film stars Coway’s brand ambassador, Mira Filzah, and features Coway customers, with their dreams being vividly brought to life through generative AI.
Heng Thang Wei, Executive Creative Director of Grey Malaysia, expressed, “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.”
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Echoing this sentiment, Graham Drew, Chief Creative Officer at Grey Malaysia, added, “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.”