Stone Canyon

Stone Canyon is the largest housing development in Oklahoma, established with the goal to sell more high-end lots and custom homes. We did our research and learned that Stone Canyon residents felt more connected to words like “freedom” and “ability” rather than to words like “luxury” and “prestige.” We also learned that the current Stone Canyon residents themselves were the best advocates for living in Stone Canyon. We developed the Stone Canyon “Pick Your Neighbor” campaign, leveraging both the feelings of freedom that Stone Canyon residents enjoy and their desire for exclusivity. We made the campaign memorable by altering the typography of the word “Canyon” to form an anagram that read “At Stone Canyon, You Can.” The creative allowed us to remind would-be residents that they can pick their neighbors, play world-class golf, and enjoy many other aspects of their desired lifestyle.