alma, the Miami-based creative shop best known for groundbreaking campaigns like Better with Pepsi, Netflix’s Spanish Lessons and Coors Light Iceman to Canton, has a unique new client - the agency’s go-to local dentist. Sharp Dentistry is a go-to resource for many of the agency’s employees' oral health needs. For years Dr. Sharp jokingly asked, “When are one of you going to make me an ad?,” so the agency finally took him up on it, jumping at the chance to return the favor. The result of the partnership is a conceptually creative, targeted campaign that’s definitely more inventive than your typical local dentistry billboard. “Lights” is an out-of-the-box OOH regional campaign running exclusively in Florida. It features a billboard that appears to be all white in broad daylight, only showing the Sharp Dentistry business logo. But at night, a series of special light fixtures installed at the top of the billboard are lit up, creating the appearance of teeth. All light fixtures use yellow lighting, except for a single light fixture that uses colder, white lighting. Since almost all light fixtures used yellow lighting, the “teeth” appear yellow and stained, except for the one created by the single white light fixture. The Sharp Dentistry logo and a CTA for teeth whitening stand out on the white tooth, directing audiences to their website for more information. alma also created a trio of audio spots, leveraging humorous dialogue to highlight the unfortunate distractions when speaking to someone with food stuck in their teeth. alma chose to use targeted OOH and radio, as they are two of the most used media formats by small local businesses. This campaign is the first work coming out of alma’s “alma S” program. alma S is a new initiative from the agency to give back to small businesses in the Miami area. Every year, the agency will partner with a small business to create unique campaigns using local community resources.