Unlock the Cloud

Amplifying critical insights into the Open Services Cloud.

Context: European cloud service providers seek action

Cloud services enable many European industrial ecosystems, making the cloud service market critical to the region’s ongoing economic development. But with concerns rising around digital sovereignty in the EU, domestic cloud service providers are pushing for an open and level playing field that will empower them to compete with international options.

Building on the European Data Act, the Eclipse Foundation addressed the strategic importance of cloud-based software in the EU via the proposal of a legal and technical framework — Open Services Cloud (OSC) — that would enable full cloud interoperability between service providers.

Challenge: How do we translate the Open Services Cloud?

To support the OSC launch event and amplify the Eclipse Foundation’s valuable research, our team tackled the rollout of their data-packed white paper from multiple angles: 

• Distributing critical messages among the EU tech community.
• Engaging audiences with OSC and its potential impact on the EU cloud market.
• Encouraging stakeholder participation in the launch event.
• Inspiring action after the event to further OSC adoption.

Approach: Unlock the Cloud. Open New Markets.

The Eclipse Foundation found that the current European cloud service market limits both providers and users. The Open Services Cloud initiative will change this for the better — to highlight its benefits, we crafted a campaign centred around the theme of the unlocked cloud: 

• Unlocking fair competition for all cloud service providers in the EU market.
• Unlocking the potential for innovation in new open services cloud markets.
• Unlocking the freedom for users to choose the provider that best meets their needs. 
• Unlocking economic growth via a newly dynamic and energised cloud service market.

“You don’t know what you’re missing until you’ve experienced missing it.”

To represent how the current market landscape prevents users and providers from reaping the full rewards of cloud services, we adopted an approach based on duality. Each item of campaign collateral revealed only half of the images and ideas within, with the rest remaining “locked.” Only the campaign’s audience would have the power to unlock the other half of the picture.

This duality was consistent across the entire campaign, from emails and landing pages to the event venue itself. The visuals and copy together evoke the forward-thinking, optimistic vision of the Open Services Cloud.

Results: Advancing complex policy through creativity

Open Services Cloud is a complex topic, but the Unlock the Cloud strategy and messaging rendered it easily digestible and memorable. As a result, our creative concept achieved remarkable levels of issue recognition, policy understanding, and message applicability across diverse communication platforms. 

Through consistent branding, descriptive visual guidelines, and compelling event communication tools, the campaign amplified the Eclipse Foundation’s research and positioned the Open Services Cloud policy initiative as a pivotal stride toward safeguarding European digital sovereignty within the cloud service arena.

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