The creative agency Alma has produced an outdoor advertisement called "Luces" (Lights), which looks like a normal billboard during the day. But when night falls, it takes on a completely different meaning, making an impact on passersby with an advertisement for teeth whitening.
The dental business has very few opportunities for creative advertising, which limits them considerably. Outdoor advertising, therefore, offers them a wider world of advertising possibilities. In this regard, the case of Sharp Dentistry with the creative agency Alma is very noteworthy.
Billboard for outdoor advertising
Using a common fence, they managed to bring teeth whitening to consumers' minds through a simple play of light. We will show you this ingenious advertisement later on.
Alma, the Miami-based advertising agency known for its creativity, is famous for innovative campaigns such as Better with Pepsi and Netflix's Spanish Lessons. This time, it unleashed all its creativity in an advertisement for the agency's local dentist, Sharp Dentistry, and its teeth whitening service.
More specifically, this is the first project completed under its "Alma S" program, an initiative that seeks to give back to small businesses in the Miami, Florida area.
Outdoor advertising for teeth whitening
Outdoor advertising spectacular results
It is extremely creative and, with a 100% targeted audience, is considered one of the most creative and ingenious examples of its kind, with various lights presenting a billboard that appears completely white in broad daylight, showing only the Sharp Dentistry logo.
However, at night, a series of special lights installed at the top of the fence light up, creating the appearance of teeth.
Achieving the appearance of teeth is not Alma's only accomplishment, because all the lights are yellow, except for one that uses cooler white light.
Under yellow light, the "teeth" appear yellow and stained, except for the one created by the single white light source. The Sharp Dentistry logo and a CTA for teeth whitening stand out against the white tooth.
In addition, the dental service website is mentioned.
The Alma agency also created a trio of audio ads, featuring humorous dialogues to highlight the unfortunate distractions that occur when talking to someone with food stuck between their teeth.
That's why Alma opted for outdoor advertising and radio, two of the most widely used media by small local businesses.
This campaign is the first project to come out of Alma's "Alma S" program, a new initiative by the agency to give back to small businesses in the Miami area.
Incidentally, each year, the agency will partner with a small business to create unique campaigns using local community resources.
Here is the video we are talking about:
Lights.Advertiser:Sharp Dentistry.Brand:Sharp Dentistry Campaign – Lights.Advertising Agency:Alma DDB.Chief Creative Officer:ECD: Daniel Correa.Creative Director:Bruno Trad.Country:USA.
The intention is to get into the subconscious of the potential customer and anyone who sees it.
Various studies have been conducted on this ingenious advertisement, revealing that the call to action is extremely powerful. The combination of the wall and the lights is extremely eye-catching for passersby, as there is no light beyond those spotlights, and the tones of the spotlights add an extra dimension to this advertisement, which is also very easy to understand.
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