Client: Elsevier
Details: Open access – where anybody, anywhere can read a research article for free – is the future of scientific endeavour, enabling cutting-edge research to be discovered, shared and built upon more effectively.
Details: Open access – where anybody, anywhere can read a research article for free – is the future of scientific endeavour, enabling cutting-edge research to be discovered, shared and built upon more effectively.
Elsevier is a global leader in open access publishing. The Open to open creative campaign tells a story about how open access accelerates scientific progress, and how open Elsevier is to supporting university librarians navigate their institution’s open access journey.
Semi-famous wrote, directed and produced this campaign across multiple formats – from manifesto video, to multiple shortform videos and a myriad of paid media and social assets.
The primary creative campaign design element functions as a neat and compelling vehicle to engage librarians on open access –
a portal that leads to the myriad of possibilities and benefits that open access brings.
Key to the design system of the campaign was the portal visual, an ownable and flexible graphic device symbolising the brand as a seamless portal into transformation into open access publishing.
To enable maximum use and flexibility, we defined various states - the hero angle, the CTA orange, and the intro blue, which worked in a sequence from text to footage and back again.
The messaging of the campaign incorporates encompasses quality, transparency, integrity, inclusivity and collaboration. It’s an invitation from Elsevier to have an open, honest conversation with librarians – to dispel anxieties about open access and work together on finding the best path forward that will meet each institution’s particular needs.
With so many angles to a complex and evolving concept, ‘open access” has become confused and distorted over time. In a mission to reset the conversation, Elsevier wanted to raise the topics they knew were on their customers’ minds in a straightforward way, and rollout a broad, varied set of assets across digital and print.
Open to open encapsulates elsevier’s mission of removing barriers to scientific research and advancing knowledge in the pursuit of solving pressing global challenges and creating a more equitable and sustainable world.
Open access to the world's foremost academic information is critical to human progress. Semi-famous created this campaign for Elsevier in support of their mission to deliver the best thinking to the world's researchers, librarians, students and institutions.