With a product offer including premium air purifiers, water purifiers and bidets, Coway is a health and wellness leader in Korea. However, they’re still unknown in the US. Shifting from a product to brand strategy, we developed a creative platform that would embrace our idiosyncratic core persona, the Home and Health Optimizer, and lean into this group’s perfectionist tendencies.
My roles: positioning, concept, campaign copy, product copy, content strategy, site content, assigning, editing, wireframing.
Concept:
There are a lot of unhealthy obsessions out there. Consequently, obsession has become a four-letter word. But what about healthy obsessions? Aren’t they a good thing? Obsession with our health. Our air. Our water. Obsession with progress. Innovation. The next big thing. Obsession makes us more perfect. Ideal. Realized. So, be obsessed. It’s OK. No, it’s better than OK. It’s healthy.
Coway
A Healthy Obsession
A Healthy Obsession would prove to be a flexible foundation for a multiplicity of creative executions launched across channels.
David Pfister 