How can a cheeky new breakfast radio trio get noticed?

Nova FM was a new player to the FM radio market and wanted to be seen as different. Well, heard as different.

Their breakfast radio show was key to hooking new listeners. This ambient concept involved distributing fake parking fines to cars parked overnight on inner-city residential streets, catching unsuspecting urbanites just as they were driving to work in the morning.

This concept was a finalist at the MADC Awards (Melbourne Advertising & Design Club).