We created a compelling explainer video for the launch of Australia's first non-profit real estate agency, HomeGround Real Estate. Created by Community Housing Canberra and designed to help tackle the rental affordability crisis, this model incentivises landlords to list their property at below-market rates.
- video production
- motion graphics
- music production
“We were impressed with the process from brief, through filming and adapting to our script changes. Mude delivered a video that we were really happy with, within a tight timeframe, which has been well received amongst the community. Thank you Mude!”
Chief Executive Officer, Community Housing Canberra
We needed to target a niche audience profile, ethical and philanthropic Canberra landlords, and persuade them of the benefits of participating in the government-assisted program. Two days before production began, the ACT government announced new tax incentives that impacted the direction of our project.
We were challenged to adapt our creative strategy and messaging on the fly to address how the new tax incentives would benefit our audience . Our new objective was to explain this incentive, clearly and quickly - before this value proposition was harnessed by competing businesses.
With the launch event fast approaching, our approach involved an emotive strategy that focused on the goodwill of local landlords. The scripts were written with this audience in mind, and endeavoured to explain a really complex service offering in an accessible format. Testimonials were inspired by real quotes from past landlords and tenants that gave the video added integrity and authenticity.
The cinematography was directed with this motion in mind as a way of simplifying key business and policy concepts. Elements of the HomeGround logo were reimagined as animated assets and through the colour palette. We chose to compose a down-to-earth, soulful track, driving home our messaging around compassion and community.
Our adaptability and timely delivery meant CHC were the first real estate agency to advertise this unique new tax benefit. Our clear explainer video successfully launched a brand and compelled its niche audience to act, all under three minutes.