Miami-based creative powerhouse, alma, known for its groundbreaking campaigns like "Better with Pepsi," Netflix’s "Spanish Lessons," and Coors Light's "Iceman to Canton," has taken on a unique new client: their go-to local dentist, Sharp Dentistry.

Sharp Dentistry has long been the chosen provider for many of alma’s employees, ensuring their oral health needs are met with exceptional care. For years, Dr. Sharp has joked with the alma team, asking, “When are one of you going to make me an ad?” This year, alma decided to return the favor, and the result is a conceptually creative, targeted campaign that breaks away from typical local dentistry advertising.

The "Lights" Campaign

The campaign, titled "Lights," is an out-of-the-box out-of-home (OOH) regional initiative running exclusively in Florida. It features an innovative billboard that stands out from the usual dental ads. By day, the billboard appears all white, showcasing only the Sharp Dentistry business logo. However, as night falls, special light fixtures installed at the top of the billboard illuminate, creating the appearance of a set of teeth.

The lighting design is particularly clever. Most of the light fixtures use yellow lighting, making the "teeth" appear yellow and stained. Only one fixture uses a colder, white light, highlighting a single, pristine white tooth. The Sharp Dentistry logo and a call-to-action (CTA) for teeth whitening prominently stand out on the white tooth, directing viewers to their website for more information.

Humorous Audio Spots

In addition to the OOH campaign, alma produced a trio of audio spots that leverage humorous dialogue to underscore the awkwardness of speaking to someone with food stuck in their teeth. These spots add a relatable and light-hearted touch to the campaign, further engaging the local audience.

Targeted Media Approach

alma strategically chose OOH and radio for this campaign, recognizing them as two of the most effective media formats for small local businesses. This approach ensures that the campaign reaches a broad yet targeted audience, maximizing its impact within the community.

alma S Program

"Lights" is the first project to emerge from alma’s new initiative, "alma S." This program aims to give back to small businesses in the Miami area by partnering with one business each year to create unique and impactful campaigns using local community resources. Through alma S, alma demonstrates its commitment to supporting and uplifting the local business community.

Campaign Overview

The "Lights" campaign, created for Sharp Dentistry by alma, was launched in May 2024. This ambient and OOH outdoor media campaign is a testament to alma’s creative prowess and dedication to their community. It marks an exciting and innovative entry into the health industry, showcasing alma's ability to transform even the most routine services into engaging and memorable experiences.