• by Fern Siegel , May 15, 2024

Miami-based creative shop Alma launched new work showcasing a local dentist — a push to give back to small, local businesses.

The out-of-home campaign is the first from the "Alma S" program.

Sharp Dentistry services many of the agency's staffers. The result of the partnership, "Lights," is a targeted creative campaign now running in Florida.

A billboard that appears all white in daytime shows the Sharp Dentistry business logo. At night, a series of special light fixtures installed at the top of the billboard create the appearance of teeth. All are yellow, save for a single white one, highlighting the logo and directing viewers to its site. 

The agency also created three audio spots. 

Every year, the agency will partner with a small business to produce campaigns using local community resources.

“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.”