Grey Malaysia
Coway Malaysia
House Electrical Appliances
During the lockdown, Malaysians were experiencing elevated levels of loneliness and social isolation. Separated from friends and family, a new epidemic began to set in – homesickness, along with a surge in hometown pride. How could Coway help people from the same states relive a sense of togetherness, even while apart?
A healthy competition that invites people to ‘Run For Your Region’ – to virtually represent the place you hail from as you would with a real team. Runners from every region teamed up together to cover as much collective distance as they could (tracked via fitness apps). The regional team with the most total distance stood a chance to win big prizes. And Coway pledged to match every KM covered in donations to charity.
Chief Creative Officer: Graham Drew
Creative Director: Heng Thang Wei
Creative Group Head: Terces Pok
Senior Copywriter: Charlene Ong
Designer: Jason Ong
Client Service Director: Marcus SK
Senior Brand Manager: Betty Jane
