Milenio Smile
Miami, USA
I leveraged a client's spontaneous jingle to create authentic and memorable ads targeting Miami's Cuban community — authenticity as strategy.
The challenge
Standing out in Miami's dental market for a specific Cuban audience, where generic advertising doesn't work because this community values authenticity and immediately recognizes what's manufactured.
The solution
I identified that the spontaneous jingle the client was humming had exactly what a crafted campaign can't buy: truth. I produced it as the center of vertical advertising spots, surrounded by supporting photography that reinforced the clinic's warm and Cuban tone.
The result
Ads that Miami's Cuban community perceives as their own, not as advertising — which generates the type of recall that no ad spend can substitute.