Sharp Dentistry Lights: Brightening Smiles and Billboards
alma, the Miami-based creative agency renowned for groundbreaking campaigns like Better with Pepsi, Netflix’s Spanish Lessons, and Coors Light Iceman to Canton, has a unique new client – their trusted local dentist, Sharp Dentistry. This collaboration showcases how innovative marketing can transform even the most routine services into memorable experiences.
The Origin of the Campaign
For years, Dr. Sharp, the preferred dentist for many of alma’s employees, humorously inquired, “When are one of you going to make me an ad?” The agency finally seized the opportunity to return the favor. The result is a creative and targeted campaign that breaks the mold of typical local dentistry advertisements.
The “Lights” Campaign
“Lights” is an inventive out-of-home (OOH) regional campaign running exclusively in Florida. Unlike standard billboards, this one appears plain white during the day, displaying only the Sharp Dentistry logo. However, as night falls, special light fixtures illuminate the billboard, creating the appearance of teeth.
Illuminating Details
The billboard’s light fixtures primarily use yellow lighting, representing stained teeth, except for one fixture that uses colder, white lighting to symbolize a perfectly white tooth. This clever use of lighting highlights the importance of teeth whitening. The pristine white tooth stands out prominently, along with the Sharp Dentistry logo and a call-to-action (CTA) directing audiences to their website for more information.
Audio Spots for a Full Sensory Experience
In addition to the eye-catching billboard, alma produced a trio of humorous audio spots. These spots highlight the awkwardness of talking to someone with food stuck in their teeth, reinforcing the importance of dental hygiene and regular check-ups. The combination of visual and audio elements ensures that the campaign reaches a broad audience, making a lasting impression.
alma S: Giving Back to the Community
This campaign is the first project under alma’s new initiative, “alma S.” This program aims to give back to small businesses in the Miami area. Each year, alma will partner with a local business to create unique campaigns using community resources. By focusing on targeted OOH and radio – two of the most effective media formats for small businesses – alma S helps local enterprises stand out in a crowded market.
Conclusion
The “Lights” campaign for Sharp Dentistry is a testament to the power of creative marketing. By transforming a simple billboard into a dynamic and engaging advertisement, alma demonstrates how even local businesses can benefit from innovative strategies. This campaign not only promotes dental care but also highlights the importance of community support and creative collaboration.
With its clever use of light fixtures and humorous audio spots, the “Lights” campaign ensures that Sharp Dentistry remains top of mind for dental care in Florida. This project sets a new standard for local business advertising, proving that creativity and community spirit can make a significant impact.
Discover more about Sharp Dentistry and their innovative approach to dental care by visiting their website. Let Sharp Dentistry light up your smile!
