Consultancy group EY demonstrates how decisions made today will impact the next generation, in its latest campaign.
The campaign is part of its “Shape the future with confidence” platform.
The 75-second ‘Generations’ spot, created by Graham Fink of Fink Different and Mark Goodwin from Squidink, features several children speaking about their future.
They ask adults to create a healthier planet and build a more inclusive working environment.
The spot was directed by Karen Cunnigham through PrettyBird and Hogarth.
EY global chief brand and marketing officer John Rudaizky said: “‘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.
“Karen’s compelling storytelling and ability to get natural performances from real people has helped make ‘Generations’ so engaging and powerful. It’s a pertinent, optimistic message embodying the belief that if we shape the future with confidence around the issues that matter, we will build a better working world.”
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She added: “Generations” follows EY’s film “Transformations”, which illustrated the external forces shaping the modern business landscape.
The campaign will run across TV, digital video, podcasts, EY social media channels, online platforms and live client experiences.
Cunningham added: “Authentic casting is at the heart of every film I direct, and we saw more than 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.”
Media planning was carried out by EssenceMediacom.
Fink different creative director Graham Fink 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. Let’s shape a world that they truly deserve.”
