Coway uses paper cut outs to tell the story behind its new water purifier

Coway, a water, air and home wellness specialist in Malaysia, has rolled out a new campaign for its new water purifier OMBAK featuring an innovative hand-crafted paper-cut technique.

Done in collaboration with Grey Malaysia, the campaign takes the viewer on a "journey through a glass" to showcase all of the diverse situations and temperatures that the new machine can cater for. The integrated campaign will be launched in multiple languages across print, digital and TV and other touch points including digital and static OOH, cinema, social and radio.

To convey the unique versatility of the new machine, the agency turned to local graffiti artist and illustrator Kenji Chai, whose distinctive visual style embedded OMBAK’s local-at-heart identity. The swirling visual technique created by Chai depicts a series of layered swirls of water, each containing the typical elements of different family needs and water temperatures.

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Working with production company Think Tank, Chai’s illustrations were printed onto textured paper, with each layer then meticulously cut to form separate elements giving it realistic depth. These layers were then brought to life via stop motion animation. The film was treated with a mesmerising swirl and set against a poetic narration of a family’s daily routine, expressing the beauty of water that we often take for granted.

Ryan Jung, Coway's spokesperson, said the company has been an "integral part" of the Malaysian family home for several years. "We visit thousands of homes every day and OMBAK is symbolic of our understanding of just what Malaysian families need for a happy, healthy home," Jung said.

Check out the spot here:

Graham Drew, ECD at Grey Malaysia, said while computers can do incredible things, there is still no substitute for the look and feel created by the real thing. "The team worked some long hours with the papercuts, but the results speak for themselves."