Singapore’s Housing Development Board (HDB) has created a campaign to showcase the city-state’s first eco-town of Punggol.
The campaign’s film, called “Neighbours” and created by Wunderman Thompson, is told through the eyes of a black-naped oriole and features panoramic landscapes that capture slice-of-life moments in heartland spaces that are familiar to HDB residents.
Through the oriole’s journey, she shares her observations on life in an HDB town and why it makes for an ideal home as she journeys past the heartlands, across the fields, and the iconic Punggol waterway.
HDB also hopes that the film will showcase the progress made in its design, sustainability and community-building efforts over the last six decades.
“Keeping nature at the heart of self-sufficient, modern estates is an integral part of HDB’s planning,” said Farrokh Jal Madon, the chief creative officer at Wunderman Thompson Singapore.
“That’s why this film is observed through the eyes of a friendly neighbour: a black-naped oriole. And through its chirpy and cheeky observations, we see how HDB enhances the lives of people from all walks of life.”
The HDB is the public housing authority in Singapore that was born in a crisis in 1960 to address an acute housing shortage situation. HDB today house more than 80% of Singapore’s resident population in flats located in housing estates across the country.