Ravi MirchandaniRavi Mirchandani
Everyone wants a home of their own. In Singapore, this couldn’t be more true. With a staggering 91% owning their homes, our city-state has the world’s second highest home ownership rate. Pretty impressive for a tiny red dot!
Much is due in part to the government’s philosophy to public housing – to provide quality and affordable HDB flats for the nation through generous grants and schemes.
But the grants can be confusing, with different conditions to fulfil before one can qualify. How then do we make the grants digestible to singles or families looking to own an HDB flat?
Tasked to create a video, we were told not to make the topic seem ‘dry’. Storytelling was essential if we were to pique people’s interest. So me and my art wunderkind, Hasheer, thought:
The clients loved the idea. We even had the perfect shoot location in mind! The HDB Nice Home Gallery was a godsend with its different show flat types catered for different households.
Similarly, when we created a video for the Lease Buyback Scheme, a monetisation option to help elderly households, we applied the same idea. The only difference was that we shot it in a lived-in flat.
We created a slew of animated social posts to highlight the role of public housing. They also helped convey how the different HDB grants and schemes make it easier for Singaporeans to afford their own homes.
Social assets to emphasise the evolution of public housing and different schemes.
