RIGHT TO BUY / OWN YOUR OWN HOME FILM SERIES
Help to Buy is a government scheme that aims to help first time buyers and those looking to move home or purchase residential property. It has been described as “the biggest government intervention in the housing market since the Right to Buy scheme” of the 1980s.
Alongside Help to Buy, other government schemes such as Right to Buy and Shared Ownership, needed explaining and introducing to a new audience.
Ogilvy commissioned us to create a series of films to promote the range of initiatives.
CLIENT: OGILVY & MATHER & OGILVY PR/ HM GOV
PROJECT: PROMOTIONAL FILM SERIES/CONTENT FOR TVC
FIELD: FILM & VIDEO
As these films were to support a government initiative, they would need to be accessible and suitable for a broad range of audiences. This meant we knew we would need to invest time and resource into making sure that both the visual and verbal messaging were relatable and suitable for a wide variety of potential new homeowners.
Working closely with the agency who had developed the existing visual collateral, we decided to cast a diverse variety of actors and real employees of the schemes, and to have them in real life settings. All action in screen would then be supported by graphics and a strong, visual reinforcement of the brand on screen.
We had a month to script, source cast, find locations, film, edit and deliver the entire series.
After initial consultation we created a production timeline for all the films, which had to be delivered in line with the campaign as a whole. The films also had to be approved by top level government. Once this was in place we then developed scripts and storyboards.
We scouted locations and sourced all cast before licensing. We then created final GFX artwork, utilising the existing brand collateral. The ‘Hero’ film was shot over 1 day on location in East Anglia. The information films were filmed on location at the call centres using actual call centre staff. Opening and closing graphics were created in 3D and After Effects with final sound mix and grade before final delivery.
The films were and are still being used on the HM.Gov Right to Buy and Help to Buy websites alongside their Facebook and Youtube channels.
We also supplied our footage to the agency for use in the television commercials.