Silver
Billboard
Innovative Use of Billboard
| Entrant: | alma DDB, Miami |
| Brand: | Sharp Dentistry |
| Title: | "Shining Light" |
| Corporate Name of Client: | Sharp Dentistry |
| Client Company: | Sharp Dentistry, Miami |
| Client President: | Bruno Sharp |
| Head of Global Brand Marketing: | Valeria Braga |
| Agency: | alma DDB, Miami |
| Agency Chief Executive Officer: | Isaac Mizrahi |
| Agency Presidents: | Isaac Mizrahi/Alvar Suñol |
| Chief Creative Officer: | Alvar Suñol |
| Executive Creative Director: | Daniel Correa |
| Creative Director: | Bruno Trad |
| Agency Head of Production: | Jennifer Eirea |
| Agency Senior Producer: | Mimi Cossio |
| Agency Producer: | Danny Pinzon |
| Agency Editor: | Carlos Ruiz |
| Director of Photography: | Jonathan Franklin |
Description:
Shining Light is a an out-of-the-box OOH regional campaign running exclusively in the state of Florida in the U.S. Special light fixtures attached to the billboard created an eye-catching and visually innovative display for a local dental brand, Sharp Dentistry.
The brand wanted to promote its services in the Miami area as a local brand with limited budget, using traditional local media. In an effort to ensure their campaigns would be eye-catching, they tapped into our agency's annual small business program, that gave them access to world class creatives who love a challenge and creative freedom.
The effort leans on the largely universal desire of having white, clean teeth, leveraging special light fixtures to show consumers how the business can help them stand out with a bright, beautiful white smile.
The campaign leveraged a high traffic, recreational area in Downtown Miami, where many local spend time throughout the day and evening.