#sanif olek

[pillarboxed]

Mencari Hajar (2023) Review

Director: Sanif Olek

Runtime: 88 minutes

Language: Malay, Mandarin, and English audio; English and Malay subtitles

Certification: PG (Singapore)

Hajar (Nora Samosir) holding her identity card.

When I’m visiting relatives in Singapore for Hari Raya Aidilfitri or Hari Raya Haji (Eid al-Fitr and Eid al-Adha), the TV is usually playing in the background. It often feels like there’s scenes awash with anguish and tears, which I’ve found strange, considering that we’re supposed to be celebrating. I expected that Mencari Hajar, last year’s Hari Raya Haji telefilm special, would have a similar sort of overly sentimental tone. I’m normally hesitant about this, my interest more quickly piqued by stories with subdued emotions—think something like Yasujiro Ozu’s Tokyo Story or Late Spring—but I hadn’t (and still haven’t) seen enough film and TV from my home country, so I decided to give Mencari Hajar a try.

The film’s title can be translated from Malay into English as “Looking for Hajar”. This describes what Kenny Goh (Michael Chua), a Chinese man, has been doing for a long time now: he’s been searching for his aunt (Nora Samosir) who was given away to a Malay-Muslim family as a baby. He doesn’t know that she goes by the name “Hajar”, though. He doesn’t know much about her at all. But Kenny is determined to realise his father’s final wish of reuniting with his little sister.

The overall tone of Mencari Hajar turned out to be well-balanced. While the start and end make extensive use of dramatic or melancholic music over slow motion or close-ups on faces, they don’t feel overdone. The middle sections are kept quite light, with gentle or playful instrumentals often being used to alleviate tension. For example, when Kenny’s adult daughter, Sarah (Joyce Harn), finally visits her parents after some time. Kenny nags at her incessantly—and her husband, over video call—but with the music, along with a hand-held camera gently moving with the characters, it’s a scene that feels light-heartedly familiar rather than frustrating. Even after Hajar’s daughter, Rina (Sharon Ismail), reveals the huge mistake she’s made, the film doesn’t shove their overwhelming emotions onto us. It makes us sit quietly with the characters. They’re mostly filmed in a two-shot, allowing us to see Hajar’s expression grow naturally from shock to despair to anger to acceptance while Rina sobs near her.

From left: Hajar's brother and Hajar's father

Since Mencari Hajar was made for Hari Raya Haji, it stands to reason that there needed to be some connection made to the holiday. So, while Kenny is trying to find Hajar, she is preparing to leave the country for Hajj*. This is one of the film’s several subplots.

Another subplot follows Sarah, who is not only Kenny’s daughter but also Hajar’s neighbour. Sarah moved into their apartment building about six months ago; the film depicts their growing bond even before discovering they’re relatives.

As well as adoption, Mencari Hajar portrays another way intercultural families can be formed: through marriage. Sarah is married to a Malay-Muslim man, and the film explores what this means for themselves and their families. Since Sarah is pregnant, the topic of postpartum care arises. Which tradition should she follow? Should she follow her Chinese mother’s advice? Or should she use the medicines that her Malay mother-in-law gave? The film doesn’t give us an answer. My mum, who’s been in a similar position to Sarah, didn’t use either traditional medicine. Maybe Sarah will do that.

The remaining subplot focuses on Rina’s struggles with supporting two young children as a single mother. Compared to the others, this story thread seems a bit out of place but by the end of the film, we’re shown its relevance.

From left: Kenny's wife/Sarah's mother, Kenny (Michael Chua), and Sarah (Joyce Harn)

At first, it felt like the story suddenly wrapped up all too nicely—despite its bittersweet ending. After further thought, however, I decided that even if my “logical mind” isn’t fully satisfied, the ending does work. I’d describe it as eucatastrophic.

Deus ex machina, a concept related to the eucatastrophe, doesn’t need to be avoided as much as common writing advice asserts that it does. That’s what I learnt from this film. In a LitHub article by Jonathan Walker, he discusses how he used a eucatastrophe in a novel written for his PhD in creative writing. He recounts his supervisor saying, “This is a story about Christian characters and beliefs. Shouldn’t it also have a Christian plot structure?” Walker explains that “[the] whole concept of the deus ex machina implies a secular worldview, in which divine intervention can never be the real subject of a drama, and so its introduction is always evidence of a failure of human imagination.”

Well, Mencari Hajar is a story written for an Islamic holiday. Shouldn’t it have an Islamic plot structure? I think it should. And it does. Which is very fitting.

Rating: 4/5

Mencari Hajar is available to stream on mewatch.

*Hajj is an Islamic pilgrimage that takes place annually but is only required to be performed by Muslims at least once in their lifetime. Hari Raya Haji takes place during the days of Hajj.

Last updated: Sep 2, 2024

[donnapointon-blog]

Affinity Serangoon

In accordance with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has established a new ad spot which looks to highlight the significance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as for instance SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon's strong property positioning along Serangoon North Avenue 1, including it being situated in a warm location near to amenities such as for instance Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also offers close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It's 1052 units consisting of one to four bed rooms along with a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike an authentic connection with the viewer and remind them of the strong significance of coming home to family and loved ones, thus tying into the tagline if “Come home to all or any that you cherish&rdquo ;.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom throughout the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as for instance print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a typical experience, with the ambition to call home in a neighbourhood containing comfortable properties. In the spot, the son is observed getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a larger house for his father to call home in, in the future. Together, the father and the son reminisce about the boy's mother and his promise to call home in a more substantial landed house in a neighbourhood situated in Serangoon.

The touching and poignant spot ends with the son in recent years telling his father he wants the latter to call home with him and his new wife, in the exact same neighbourhood that they both strived to call home in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the trunk of the van the same as how they did several years ago.

For more information kindly visit Affinity Serangoon

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[storytellert]

Singapore sends Sayang disayang (My Beloved Dearest) by Sanif Olek to Oscars 2015 foreign language film category

(via Movie On: 87th Academy Awards Foreign Language Film Submissions)

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive

[affinityatserangoon]

Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if “Come home to all that you cherish”.

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

With the property market finally on the upturn, an Oxley-led consortium is tempting home buyers with its latest offering – Affinity at Serangoon. This new condominium project along Serangoon North Avenue 1 in District 19 is set amidst lush landscaping reminiscent of a luxury resort and comprises 1,012 apartment units, 40 exclusive strata landed houses and five retail shops.

Island hopping

Boasting 88 facilities, the project is anchored on the concept of three islands – in which residents can island hop within their own development to access the facilities. Residents looking to stay fit can work out in the development’s floating gym which overlooks over 90m of water features or spend some quality time with family and friends at the sky barbecue. Planning for the perfect party? Residents can host outdoor meals and enjoy the company of guests at Affinity’s alfresco kitchen and dining space. Nature lovers can explore the diversity of plants at the forest boardwalk, enjoy some quiet moments in the forest cabanas or chill out at the shorefront hammock.

A sprawling project

The success of Oxley’s relatively large overseas developments such as London’s Royal Wharf, The Bridge and The Peak in Cambodia has given the homegrown developer enough confidence to take on a large-scale project in Singapore. Its strategic partnership with strong joint ventures that has a good track record in construction has also given the Oxley-led consortium further confidence to embark on the project, knowing that there can be better quality control and timely delivery. Moreover, the project is in a good location, with the average land cost relatively cheaper than its peers. The consortium acquired the sprawling 296,193 sq ft site – which was formerly the Serangoon Ville HUDC estate – in July 2017 for $499 million. This works out to a land rate of $835 psf per plot ratio.

A mixed crowd

With the development offering a wide range of unit types, from one-bedroom apartments to five-bedroom strata landed homes, Affinity has attracted a good mix of buyers, such as those purchasing for own stay, young couples, small families, multi-generational families and investors.

Close to everything

Residents at Affinity will enjoy many nearby amenities such as Nex shopping mall, Chomp Chomp Food Centre, Serangoon Gardens Market and Serangoon Community Park. Several schools can also be found within the vicinity including Rosyth Primary School, Zhonghua Primary School, Nanyang Junior College, the French School and Australian International School. Accessibility to other parts of the island will not be a problem as Affinity enjoys good connectivity via major expressways such as the Central Expressway, Seletar Expressway, Tampines Expressway and Kallang-Paya Lebar Expressway.

Heart-warming video

Designed with community in mind, the development aims to make residents feel a sense of belonging towards the place and closeness within their community, hence the name Affinity. In fact, a heart-warming video produced for the project, which has since gone viral, lets people know that Affinity is more than just a place to live, it is a home. Check out the video below!

  The Post above was originally published on: Oxley’s Affinity at Serangoon’s heartfelt spot drives home the importance of family | Marketing Interactive