The winning Billboard is the result of the design contest that the General Foundation of the University of Valencia, together with the (EASD), organizes every year for the graphic campaign of the summer music festival Serenates.

At that time, the Valencian jury considered the graphic proposal of Clara Martínez, which centred around the 'shawm' as a traditional instrument, a "very successful visual representation of the main attributes connected to the image of Serenates: musical, summer, joyful, privileged environment and historical heritage", and accentuated "the versatility of the language" used, which it defined as "polysemic, suggestive and easily identifiable".

"After a graphic and methodological research based on inclusion and interpretation I asked myself, 'and if Serenates were an instrument, what would it be?' The Valencian 'shawm', I answered myself, because it is an instrument that promotes and puts in value the Valencian language and the city of Valencia, tradition, inclusion throughout history, the most basic part of music, and refers us to the streets and the people," explains Clara, who, with the help of her tutor, Victor Ballester, decided to "conceptualize the whole billboard by interpreting the touching table of the shawm since it is a language that invites you to learn to play." "With this system we created a musical scale that is read from the top to the bottom, like the 'dolçaina', and we joined the scale with lines of different strokes that represent the process of interpretation," he adds.

Clara Martínez Murillo is a student at EASD Valencia and is currently in her final year of her university degree in Graphic Design. About her studies she says: "Throughout these four years I have learned the value of researching and designing while reflecting on the problems and, in this way, using design as a device that promotes ethical values".