Australian Community Newspapers the national reach of John Fairfax Holdings, required a campaign to further its USP throughout the Sydney and Melbourne market place. I achieved this by bringing together subjects which would ordinarily be apart. For example scheduling a Melbourne Tram to run the Manly ferry service in Sydney Harbour, or relocating the Sydney Opera House to the southern bank of the Yarra River facing Melbourne city.   Left, played on the ease of using ACN to place newsprint advertising. Comparing it to the ease of using the internet. An effective play on words. Right, I usually try to incorporate an educational aspect for the reader. This provides an opportunity for attention grab. My research found this was the runner-up entry in the Sydney Opera House design competition. Few people have ever seen this structure. As a result it created a sense of interest. My theory being it promotes product retention. Even the start of loyalty.