Campaign Strategy to light up the city.

Most dental campaigns still rely on familiar tropes—selling a “confident,” “perfect,” or “shining” smile. We approached it differently. Smiley ad campaign strategy works on two levels. First, it’s a clear and honest showcase of real smiles and real patients. These portraits, placed directly in the city, turn the clinic’s work into a public portfolio—transparent, direct, and human.

But beyond that, the campaign creates a quiet ripple. Each poster adds warmth and emotion to the streets, subtly shifting the tone of the urban space. Through thoughtful design, we’ve transformed personal outcomes into a shared experience—making the work visible not just as dentistry, but as a contribution to public feeling. The city glows brighter with every smile designed by Dr. Asatryan.