The new phase of NOVA Entertainment’s Don’t Think, Just Nova, turns its attention to key on-air talent.
The campaign, running in Sydney, Melbourne, Adelaide, Perth and Brisbane, aims to build fandom for Nova Network’s 2026 programming lineup, including the launch of two new shows on the network: Nova 96.9’s Sydney Breakfast show, Ricki-Lee & Tim and Nova Network’s national Drive show, Fitzy, Wippa & Kate (essentially swapping the two shows’ broadcast times).
In this this phase, positions both the brands and the network’s presenters as the antidote to the daily overwhelm and overthinking audiences experience, using its new positioning to build the live radio category and celebrate its unique ability to provide moments of unprompted joy. Don’t Think, Just Nova is a reminder that we can take at least one of life’s decisions, namely what to listen to, off your to-do list.
Adam Johnson, NOVA Entertainment chief growth officer, stated, “Our new show lineups gave us a really exciting opportunity to build on the 2025 success of the Don’t Think, Just Nova campaign. The success of the campaign, which saw a marked increase in brand awareness, consideration and – most importantly – audiences, gave us the confidence to use this brand platform in this next phase, bringing our talent together in a bold, fun and visually arresting way.”
NOVA’s marketing director, Troy Pearce, added, “Building on the strong momentum of last year’s Don’t Think, Just Nova campaign, which really cemented spontaneity as the heart of our brand, this next phase demonstrates it in an even more playful and prominent way. Working in partnership with R/GA, we’ve created a campaign that puts our talent front and centre as the antidote to overwhelm. The campaign translates an emotive brand proposition into something tangible at a show level.”
Rachel Blacklaws, creative director at R/GA, commented, “Because brands are built over time, we relished the opportunity to tackle our second campaign for the Don’t Think, Just Nova platform with a truly ‘product’ centric interpretation of the brand campaign. Uniquely, this isn’t a campaign about telling people what to think. It’s about reminding them how good it feels not to.”
The full campaign will run for three months in OOH, including digital large format, transit, street furniture and rail replacements. Paid media will be supported by Nova’s owned and social channels.
Credits:
Client: NOVA Entertainment
Chief Growth Officer: Adam Johnson
Marketing Director: Troy Pearce
Brand Marketing Manager: Sam McGraw
Senior Brand Designer: Dave MacCue
Graphic Designer: Rikki Hopton
Photography: Peter Brew-Bevan
Retouching: Abbie Muntz at Faux Pink
Creative Innovation Company: R/GA
Managing Director: Victoria Curro
Executive Creative Director: Ben Yabsley
Creative Directors: Rachel Blacklaws & Henry Cook
Associate Creative Director: Courtney Fay
Associate Design Director: Jin Bae
Group Account Director: Josh Agnew
Account Director: Matilda Lundy
Executive Content Producer: Kyle Belcher
Executive Strategy Director: Marie Conley
Production Company: Limehouse
Post: Limehouse
CGI Artists: Chris Andrews & Rhys White
Retouching: James Lucas
Production: Ashlee Savins & Gio Maselli
Media Agency: Mindshare
