|Title||SUBDIVIDED FLAT IN A LANE|
|Brand||SOCIETY FOR COMMUNITY ORGANIZATION (SOCO)|
|Product / Service||SOCIETY FOR COMMUNITY ORGANIZATION|
|Category||C01. Animated Digital Screens|
|Entrant||HAKUHODO HONG KONG, HONG KONG SAR|
|Idea Creation||HAKUHODO HONG KONG, HONG KONG SAR|
|Media Placement||HAKUHODO HONG KONG, HONG KONG SAR|
|Production||STUDIO INCLINE LIMITED Hong Kong, HONG KONG SAR|
|Mike Chiu||Hakuhodo Hong Kong||Head of creative|
|Cola Chan||Hakuhodo Hong Kong||Copywriter|
|Shinji Okada||Hakuhodo Hong Kong||President|
The power of this idea lies in experiencing the impact of the subdivided flat. By creating the specially built video wall in a lane, it dramatise the struggle of living in a squeezed tiny space. It blows up people’s minds that “Is this for real?”, “how’s their daily life in there?” Bring up the fact that over 210,000 Hong Kong people are living in this and according to United Nations “The Right to Housing”, subdivided flat is not up to an adequate standard of living. So we defend housing equality! Also, it reveals that it’s extremely common in Hong kong! The work is intentionally placed in the busiest district to create impact of this awkward living condition in such an international city.
Hong Kong, the world’s top luxury housing, has developed the world’s unique housing solution for the poor – Subdivided flat, as small as 20 ft square without kitchen nor bathroom, even smaller than a parking space. The Hong Kong government has completely failed on the land management, as only 3.7% is zoned for urban housing. Over 200,000 people has lived in subdivided flats, while Hong Kong people get used to the “norm”. Immediate action is needed to ease the deteriorating housing problem. Therefore, we called out to defend housing equality. The campaign aimed to wake up citizens by providing an opportunity to experience the poor condition of subdivided flat. It was strategically launched at the time when government was having the chief executive’s 2018 policy address, creating noise and collecting social power for SOCO getting involve in public consultation to pressurise government on developing policies to ease the problem.