AUSTRALIA – NOVA Entertainment has unveiled a fresh brand positioning for its flagship Nova FM network with the provocative tagline “Don’t Think, Just Nova.” The rebrand, which launches today across the Australian market, represents a strategic pivot toward celebrating spontaneity in an era dominated by algorithmic precision.
Collaborating with R/GA Australia, NOVA’s new direction challenges listeners to embrace the unexpected in a world drowning in choice paralysis. The multi-channel campaign positions Nova FM as the ultimate antidote to overthinking.
Adam Johnson, NOVA Entertainment’s Chief Growth Officer said, “Coming off the back of consistent ratings growth and some record audience figures, we could have taken an “if it ain’t
broke…” approach. However, Nova never stands still and, if anything, there was an opportunity
to regain some of the brand’s distinctive edge whilst also shining a light on the category we love
like all good market-leading brands should.”
NOVA’s Marketing Director Troy Pearce added, “Our partnership with R/GA has been pivotal in shaping our approach to redefining Nova’s brand positioning. The new campaign we have built together embraces something universally human, the endless loop of the overthink. Don’t Think, Just Nova shows how Nova understands the constant barrage of choices our listeners are forced to make every day and says, ‘it’s OK, we’ve got this one,’ when it comes to their audio selection.”
Seamus Higgins, Chief Creative Officer, Australia at R/GA said, “Radio is the last bastion of true spontaneity, and Nova thrives on that energy. We loved partnering with the team at Nova to do something disruptive in this category. Having fun with the overthinking and overanalysing that floods our minds daily and positioning Nova as the antidote is what helps this campaign to feel both fresh and highly relatable.”
The campaign’s centerpiece is a visually arresting 30-second brand film brought to life through the edgy aesthetic of renowned street artist Sofles. The film cleverly visualizes the chaotic inner monologue of overthinking, with Nova serving as the blissful release valve. This creative concept extends to an extensive Out-of-Home campaign strategically placed across roadside billboards, transit spaces, retail environments, fitness centers, and office buildings.
The campaign will maintain visibility throughout 2025 with continuous social media activations and brand experiences that reinforce Nova FM’s new identity as the soundtrack for those seeking relief from overthought content consumption.
Credits:
NOVA Entertainment
Chief Growth Officer: Adam Johnson
Marketing Director: Troy Pearce
Marketing Campaign Manager: Sara Correia
Senior Brand Designer: Dave MacCue
Creative Innovation Company: R/GA
Managing Director: Victoria Curro
Chief Creative Officer: Seamus Higgins
Creative Director: Drew Singleton
Creative Director: Rachel Blacklaws
Creative Director: Henry Cook
Group Account Director: Josh Agnew
Executive Content Producer: Kyle Belcher
Senior Producer: Sebastian Leat
Executive Strategy Director: Marie Conley
Production Company: Collider
Director: Chloe de Brito
Managing Partner & Executive Producer: Rachael Ford-Davies
Executive Producer: Tom Slater
Producer: Georgia Moraitis
DOP: Lucca Barone-Peters
Editor/Animator: Sam Wickham
Colourist: Marcus Friedlander
Sound: Rumble Studios
Casting: Wayward Casting
Talent: Lib Campbell
Media Agency: Mindshare
Street Artist: Sofles, represented by Blank Walls
