alma, the renowned Miami-based creative agency recognized for its innovative campaigns, has embarked on a distinctive venture with a rather unexpected client – their local dentist, Sharp Dentistry. Known for campaigns like Better with Pepsi and Netflix’s Spanish Lessons, alma has now turned its creative prowess towards crafting a memorable campaign for a trusted local resource, Sharp Dentistry, frequented by many of the agency’s employees.
For years, Dr. Sharp humorously quipped about being featured in an ad, prompting alma to seize the opportunity to reciprocate the support. The collaboration has birthed a conceptually creative campaign, a departure from traditional local dentistry billboards.
Titled “Lights,” the out-of-the-box OOH regional campaign, exclusively launched in Florida, features a seemingly plain white billboard by day, bearing only the Sharp Dentistry logo. However, by night, a series of specially designed light fixtures illuminate atop the billboard, cleverly forming the silhouette of teeth. The intentional use of yellow lighting on most fixtures creates the illusion of stained teeth, except for one fixture emitting white light, showcasing a gleaming, white tooth. Accompanying the visual is the Sharp Dentistry logo and a compelling call-to-action for teeth whitening, directing viewers to their website for further details.
Alma complemented the billboard with a trio of humorous audio spots, shedding light on the awkward situations caused by food stuck in one’s teeth, thus accentuating the importance of dental care.
Choosing targeted OOH and radio formats, alma strategically employed media channels widely used by small local businesses. Notably, this campaign marks the inaugural project under alma’s “alma S” program, aimed at supporting and collaborating with small businesses in the Miami area annually, utilizing local community resources.
Reflecting on the initiative, Alvar Suñol, Chief Creative Officer at alma, emphasized the agency’s commitment to crafting impactful campaigns transcending cultural norms and engaging diverse audiences. He expressed gratitude towards small businesses like Sharp Dentistry, underscoring the significance of alma’s alma S program in fostering community connections through creative endeavors.
Dr. Sharp, on the other hand, expressed surprise and gratitude for alma’s innovative approach, praising the campaigns for their uniqueness and ability to distinguish Sharp Dentistry amidst competitors. He lauded alma and its alma S program for their dedication to supporting local businesses and communities.
For further insights into alma’s work and the alma S program, interviews with Alvar Suñol and Dr. Sharp are available upon request.
“At alma, we pride ourselves on creating quality work that transcends cultural norms and reaches people no matter where they live,” said Alvar Suñol, Chief Creative Officer. “Small businesses are the backbone of our communities, and working with a local and trusted company that our employees use was a great way to kick off our new alma S program. We’re grateful that we can give back while creating really fun work.
“We never expected alma to take our lighthearted comments about making campaigns for us to lead to real work, let alone work that’s so different from what we typically do here in Miami!” said Dr. Sharp. “The campaigns uniquely showcase our offerings and set us apart from the competition. We’re grateful for companies like alma and its alma S program that give back to their local communities and small businesses.”