BEYOND FOUR WALLS

Reframing the value of HDB living through an integrated campaign.

HOUSING DEVELOPMENT BOARD
(INTERGRATED CAMPAIGN/ UIUX)

To redefine the value of public housing, we shifted the conversation away from apartment size and towards the shared spaces that shape everyday life. The campaign celebrated void decks, linkways and fitness corners as the places where communities are built and memories are made. Brand affinity increased significantly across all key drivers, and the campaign was later shared by Singapore's Prime Minister.

MARKIES AWARDS 2020, FINALISTS

FILM : THE LINKWAY

FILM : THE VOID DECK

FILM : THE FITNESS CORNER

WEBSITE

SOCIAL POST : The films are recut, repurposed and retargeted to each segment of the population. Over 89 targeted content with unique massages covering all target segment of singaporeanEach post addresses their concerns and highlights efforts and policies that are in place. These posts lead Singaporeans to its campaign site to learn more of the town planning.

Neighbours

CHALLENGE:

HDB was completing 60 years. In this time they had not just provided Singapore residents a place to live but also a good quality of life with wide public spaces and amenities. New townships being built were in harmony with nature, being increasingly green and having idyllic waterways.

HDB wanted to remind Singaporeans of the quality of life they had enabled, as well as showcase their nature-friendly ethos that was increasingly showing in modern developments.

INSPIRATION:

New HDB developments sit alongside forested areas. Birds flora and fauna sit within a few wing flaps of HDB estates.

We wanted to use this harmony between modernity and nature to showcase HDB’s big picture planning and how it had a positive impact on residents as well as wildlife.

IDEA:

We made a local bird – a black naped oriole - the narrator and hero of our film.

Through her tongue-in-cheek view of her neighbours (Singapore residents in the adjoining HDB estates), it showed not just that HDB estates are built in harmony with nature, but also how HDB’s planning and buildings have a positive impact on the ideas of its residents.

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