Elsevier /
Open to open campaign
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, in multiple formats from manifesto video, to numerous moving and static digital assets.
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.
THE “OPEN TO OPEN’ CAMPAIGN FRAMEWORK ALLOWS ELSEVIER TO DELIVER MULTIPLE POINTS OF VIEW INTO MULTIPLE MEDIA SPACES – STARTING A DIALOGUE WITH THE AUDIENCES IN A RELEVANT AND APPROACHABLE WAY.
THE PRIMARY 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.
