There are many radio stations in Tel Aviv, but only one is called “Radio Tel Aviv” and it can be found at 102FM. The task was to make all of Tel Aviv associate the city with the radio station.
Since all major streets in Tel Aviv have a building number “102”. One night ad agency Saatchi & Saatchi Tel Aviv transformed every building number “102” into an advertisement for the radio station, featuring the station’s frequency and tagline. Stickers were affixed onto the buildings, so that “102” became “102FM” with the station’s logo.