The Challenge
How do you sell Hummers during a gas crisis? How do you sell luxurious waterfront lots in an affluent gated community in a “less than stellar” economic climate?

The Idea
With a product this enticing, we focused the advertising and branding on displaying the limitless advantages of living in a waterfront community with all the benefits and conveniences of living in the city. The creative was also strategically designed to create a sense of urgency among prospective residents, as the community was limited to only 200 homesites.

The Results
Reservations for Blackridge began filling up fast, even before construction. The anticipation has many others itching for a chance to become one of its lucky residents.