EY spotlights children to push for a better working world in global campaign

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Accounting company Ernst & Young (EY) has unveiled a new film titled "Generations" to showcase its commitment to positively impact business, society and the environment to build a better working world.

The 75-second film highlights how the decisions of today will impact the world for years and decades to come and seeks to inspire everyone to consider the enduring implications of their choices. It also features children from a range of backgrounds and ethnicities, showcasing their different genders and abilities.

In addition, the film’s creative focuses on the next generation of talent who will soon be joining the workforce to symbolise the promise of a better tomorrow.

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In the film, EY features children from all walks of life, including a boy with vitiligo and a young girl in a wheelchair. Viewers can also spot children from different racial backgrounds.

The voice-over of a young girl can also be heard throughout the film, discussing the importance of today's decisions and its impact on the world in the years to come.

"Generations" was developed in collaboration with creative directors Graham Fink and Mark Goodwin, with Hogarth leading production and director Karen Cunningham.

"Generations" is the second film under EY's "Shape the future with confidence" campaign, following the recent launch of its first film "Transformations" earlier this month. While "Transformations" aims to illustrate the many external forces shaping the modern business landscape, "Generations" aims to takes a purpose-led approach to build momentum around the EY vision to build a better working world.

"Generations seeks to inspire thoughtful leadership. To remind those making long-term decisions today, especially around artificial intelligence, sustainability, social equity and many other global issues, that they must have the interests of the next generation at heart. A generation that will, in the not-too-distant future, become part of the workforce too," said John Rudaizky, global chief brand and marketing officer at EY.

In tandem, Fink, creative director at Fink Different said, "We wanted to make a film that looks at the future through the eyes of those who will inherit it: children. It’s a reminder for everyone — especially leaders — to innovate responsibly. Our children’s future hinges on the choices adults make today".

Meanwhile, director Cunningham said that authentic casting is at the heart of every film she direct, and that they saw over 500 children for Generations. "I was inspired by how aware this next generation is of the concerns for our planet, as well as their innate belief that adults will find the way to a better working world. Their truthful insights helped to inform our final film," explained Cunningham.

Generations will be featured in a global multimedia campaign and will reach audiences through TV, digital video, audio in business-focused podcasts and feature across EY social media channels and online platforms, including live client experiences, events and other brand moments.

The campaign’s media planning was carried out by EssenceMediacom.

MARKETING-INTERACTIVE has reached out to EY for more information.

EY is no stranger to out-of-the-box films. In October 2023, the organisation launched an integrated marketing campaign, titled “The Face of the Future” to promote its unifying artificial intelligence (AI) platform, EY.ai.

Against a backdrop of real-world business, governmental and societal concerns around the adoption of AI, “The Face of the Future” is an assertion of the EY belief that confidence in AI needs to be instilled by prioritising a people-first approach, it said in a statement.

This belief was brought to life through the campaign’s central asset, an ever-changing animated face comprising of the images of more than 200 EY people.

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