Choosing the Royal Opera House for a design brief was not accidental. Despite being part of the target audience myself I would not necessarily spend a Friday night out listening to soprano arias. Interestingly, even though the young people I spoke with had never been to the opera, they said they found it unattractive. They viewed promotional materials for opera productions as unconvincing and irrelevant. For that reason working on the ROH campaign turned out to be a surprisingly enjoyable yet challenging experience. This project made me realise that the main concern would not be the opera’s programme but adapting advertising expression and communication style to younger audiences.