Why is this work relevant for Brand Experience & Activation ?

The power of this idea lies in experiencing the impact of the subdivided flat. By creating the specially built video wall in a lane, dramatising 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?” 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. Besides outdoor, we utilise online power to spread the event video, accumulating social power to pressurise the government.

Background

Situation: The world’s top luxury housing market, Hong Kong, has developed the world’s unique housing solution for the poor – Subdivided flat, as small as 20 ft2 without kitchen nor bathroom, even smaller than a parking space. Hong Kong government has completely failed on the land management, as only 3.7% is zoned for urban housing. Over 200,000 people live in subdivided flats, while Hong Kong people get used to the “norm”! Brief: Immediate action has to be taken to ease the deteriorating housing problems. Create public awareness and call out to defend housing equality. Objective: 1) Create public awareness. 2) During the critical timing of Hong Kong Policy Address 2018, housing problem is the top priority. Create public awareness and collect social power to help SOCO, an NGO for housing equality, get involve in government’s public consultation on housing problem to pressurise government on developing policies to ease the problem.

Describe the creative idea (20% of vote)

Idea: Subdivided flat in a lane – experiencing how’s a 20ft2 home’s tough living in Hong Kong. An outdoor screen was installed in a lane between buildings in the busiest district, projecting a tough living scene of a real subdivided flat, dramatising a resident who struggled to make his living in such a tiny space that is his whole world.

Describe the strategy (20% of vote)

Target: Mass public and the local government. Strategy: Step 1: Make use of the critical timing of Hong Kong Policy Address 2018 where the housing problem is the top issue. Step 2: By the big impact of outdoor, create public awareness. Step 3: Besides organic share social posts by pedestrians, an online video of the event was spread in social media in order to create more buzz to boost the hit topic. Step 4: By collecting the social power to help the organization, SOCO, get involved in the government’s public consultation on housing problem, and pressurise them on developing policies to ease the problem.

Describe the execution (30% of vote)

Step 1, Outdoor experience: a screen was installed in a lane between buildings in the busiest district. We projected a tough living scene of a real subdivided flat, dramatising a resident who struggled to make his living: Such a 20ft2 space is already his whole world – multifunctional bedroom, open kitchen, wardrobe room… He struggled with his living, and that’s all he can only have. Over 210,000 Hong Kong people are living in subdivided flats. According to United Nations “The Right to Housing”, subdivided flat is not up to an adequate standard of living. Defend housing equality! Step 2, Online power: collect social power through a video of the event that was spread in social media and Facebook. Timeline: The event was held in 24 October 2018. Online video was spread right after the event in Facebook.

List the results (30% of vote)

It shocked all pedestrians and created a big impact. The event was shot as a viral video and created a great social buzz in the media which had received over 430,000 views, 20,000 reactions in only 3 weeks and triggered hundreds and thousands of discussions on Facebook on the housing problems. Goal achieved! Campaign was launched at the right time during the public consultation of the 2018 Hong Kong Policy Address. Housing problem became a hit topic. More social powers were accumulated to help SOCO in public consultation to put pressure on the Hong Kong Government.