Alma Miami billboard shines the perfect light on a local dentist

Here’s a fun creative execution that also happens to be part of a cool new initiative at Alma in Miami to use creativity to support local businesses. Many Alma employees frequent Dr. Bruno Sharp and his colleagues at Sharp Dentistry for their dental needs. Now, Alma has produced a billboard for the business that uses creative lighting choices to highlight its teeth-whitening services. Here is a timelapse video showing the board lighting up at dusk: This campaign is the first from the new “Alma S” program. The agency plans to partner with a small business once a year to create unique campaigns using local community resources—a bit like what Ogilvy New York did last year with Island Wide Realty. There is also a radio component to the campaign. The agency said Dr. Sharp has been jokingly asking for an ad for years. But Sharp said he never expected real work to result from that—“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.” “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,” said Alvar Suñol, chief creative officer at Alma. “We’re grateful that we can give back while creating really fun work. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Alma Miami billboard shines the perfect light on a local dentist

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