Singapore property website EdgeProp, a property of The Edge Media Group, has debuted an attention-grabbing film as part of a wider campaign by Bonsey Jaden.
The spot has debuted on YouTube and the brand's Facebook page, and will air on television in a 30-second version. The campaign, which also includes preroll ads, billboards, digital OOH, social and online display ads, will ramp up in coming weeks.
Adam Chan, the agency's regional ECD, told Campaign Asia-Pacific the film started from the premise that while there's no such thing as a 'dream' home, there is a home that's right for each buyer. Given property prices in Singapore, most buyers are couples, and they face the stress of making a big decision together.
"We wanted to humanise the process of looking for a home," Chan said. "It's not about price or location. Instead, it's about the things that truly matter to us. Like whether a home is near a park. Or your favourite bakery. Or miles away from your mother in law. And to bring that out, we had to make the simple human truths resonate in its surreal execution."
The agency and production house Directors Think Tank took a "very real" approach to the production, especially for the interior shots, Chan said. The shoot took place within a two-tonne rocking set, and many props were on wheels so they would roll back and forth, which helped the actors react in a realistic way (see this behind-the-scenes clip).
"Matters did get all too real however, when the set collapsed on the day of the shoot," Chan said. "We could have gotten away with camera trickery or post work after that. But we decided to rebuild the massive set because we knew it was the only way to pull off the film we set out to accomplish."
The exterior scenes, showing the house rolling through the streets of Singapore before settling in an impossibly perfect setting, were of course accomplished digitally.
Previously, in ads featuring moving homes:
Client : EdgeProp Singapore
CEO: Bernard Tong
Brand Marketing Lead: Cheok Li Peng
Digital Marketing Manager: Leonard Ng
Designers: Dora Augustin, Lemer Kim
Agency : Bonsey Jaden
Regional ECD : Adam Chan
Creative Group Head : Alicia Hew
Head of Art : Siok Yee
CEO : Daniel Posavac
Managing Director : Nic Robertson
Head of Strategy : Taryn Mook
Senior Strategic Planner: Irene Wikanta
Account Manager : Peter Solomon
Production House: Directors Think Tank
Film Director : Rajay Singh, Sling Ng
Exec. Producer : Heng Tek Nam
DOP : Lee Wing Lok
Line Producer : De Shen Ssj Shuying
Production Manager : RK Subash Krishnamurthy
Art Director : Anthony Chan
Wardrobe : Darren Siew
Make Up : Monica Gill
Editor : Affandi Jamaludin
Post Production : VHQ KL
Audio : Fuse Adventures in Audio