The assignment consisted in creating a multi-channel campaign to promote the organization of our choice in the way we saw fit — a very open brief! I chose to help the Royal Academy of Music, the oldest conservatoire in the UK, broaden its pool of applicants to people from all social backgrounds. Classical music schools project an elitist image that might prevent many people from applying when they could be perfect matches, and more diversity in the student body would mean richer influences, better music and as a result, a better impact on society. The campaign concept is to lift the elitist aura of classical singing by comparing it to the mundane activity of cheering a football team. The RAM invites supporters to write the club’s new anthem. The orchestra will compose the accompaniment for the winning song, which will be performed live at a home game. The campaign title, Score the Next Screamer, is a reference to both soccer (scoring a screamer being slang for scoring a beautiful goal) and music (writing the score for a song you will scream). It features a poster, a stadium ad, Instagram posts and coasters. The heroes of the campaign, the type lockups, reference the punk aesthetics that are often associated with London and the UK while remaining clean and legible. They use time-honored typefaces: Futura, Times, ITC Bodoni 72 and Mono45. The copy is set in Museo sans, which is the RAM’s brand typeface as per Johnson Banks’ 2020 rebranding. Other points of reference are the collage treatment, the use of black and white and the thick stripe at the bottom, which help blend the punk approach and the clean aesthetics of the classical music world. The Instagram posts use the main color of the club they target.