Creative brand campaign
Bringing knowledge back to Earth
Measuring academic impact is challenging, with traditional metrics like citation counts often used to gauge the significance of published research, creating a self-gratifying loop where researchers and academics citing each other’s work. With funders and public bodies more keenly interested in what their funding achieves, Elsevier sought to bring together academic leaders with a view to creating a consensus in how academia could demonstrate its impact on the real world.
“Bring knowledge back to Earth” became Elsevier’s call for academia to shift its focus from the far reaches of human intelligence and unite in developing a way to express research impact on the real world. With intelligent creative and design direction, we aimed to celebrate academics as astronauts returning to Earth, bringing knowledge from the unknown into everyday life.
This wide-ranging creative campaign included a thought-leadership research report, digital and print advertising, email and social media campaigns, and video advertising.