CONTEXT

As a means to raise awareness on the Lease Buyback Scheme, Singapore's Ministry of National Development wanted a video to show what this scheme is about and it's application process.

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CHALLENGE

Instead of using videos of actual people and typography to explain the ideas, relatable animated characters should be used instead.

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EXECUTION

Rather than an abstract approach for an informative video, delivering the information in the simplest manner together with inciting curiosity with dynamic animations through a colorful palette would be a better approach. Characters such as the husband and wife serve as relatable real life characters together with an agent character to teach the target audience (couples who are looking to by a house in Singapore) the process behind the scheme. There were also metaphorical elements added in such as a hourglass to portray time as a juxtaposition of the other straightforward segments of the animation.