Coway Run 2022: Unite to Create

Agency

Grey Worldwide Sdn Bhd

Client

Coway Malaysia

Product/Service

House Electrical Appliances

Brief

One of the nation’s beloved marathon events, Coway Run, is back for the 6th year. With similar runs and marathon events sprouting in 2022, how will Coway – a Korean water and air purifier brand, continue its successful ascent in launching another marathon event that will garner more participation and excitement among the public?

Solution

Malaysia and the world were emerging from its cocoon of safety to experience the tentative joy of endemic life. Marathoners, in particular, were itching to return to on-ground runs. And we worked hard to deliver: a hybrid Coway Run that united people in a feel-good act for real change. Coway Run ‘Unite to Create’ has two major components:

Virtual— Runners submit their GPS running tracks online, which are transformed by local artists into NFT-minted art pieces.
Physical— An on-ground running event combined with an art bidding event for the NFT-minted art pieces that raise funds for partnered charity groups.