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Connecting people with homes is about more than just providing a roof over one’s head. For Boplats Syd, the mission goes deeper: creating opportunities for people to grow, be themselves, and feel safe. Together, we focused on exactly this in the commercial “A Safe Home Waits”.
The work centered around a core question: When do we feel safe enough to express ourselves freely? The answer was portrayed through three parallel storylines representing different stages of life. We meet the young students dancing out their freedom in an empty apartment, the senior finding peace in setting up dominoes, and the parent creating a safe haven while tucking in their child.
To capture the right sense of warmth and presence, we worked with a grounded and intimate visual style. In the scenes with the dancing woman and the dominoes, we used 50fps to create a soft, floating sensation that enhances the experience of a moment in harmony.
The result is a campaign that, through recognition and warmth, conveys Boplats Syd’s core message: Regardless of who you are, a safe home is waiting for you.
