London, United Kingdom – Global consulting firm Ernst & Young (EY) has released its latest brand film titled ‘Generations’ focusing on a message of how the decisions businesses make today will impact the future of our society as a whole.
Directed by Karen Cunningham, ‘Generations’ showcases the commitment of the EY organisation to positively impact business, society and the environment to build a better working world.
The film also 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.
Moreover, EY teams collaborated with creative directors Graham Fink and Mark Goodwin to develop the concept, Hogarth to lead on the production.
The film’s creative focuses on the next generation of talent who will soon be joining the workforce to symbolize the promise of a better tomorrow. The children at the center of the film span a range of abilities, cultures, ethnicities and genders, emphasisng the global need for sustainable and ethical business practices to help ensure a prosperous and equitable world for all.
John Rudaizky, EY Global Chief Brand and Marketing Officer, 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.”
He added, “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.”
Meanwhile, Karen Cunningham, director at PRETTYBIRD, commented, ”Authentic casting is at the heart of every film I direct, and we 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.”
Lastly, Graham 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. Let’s shape a world that they truly deserve.”
The Generations film will be featured in a global multimedia campaign and will reach audiences through TV, digital video, audio in business-focused podcasts and feature prominently across EY social media channels and online platforms, plus live client experiences, events and other brand moments. The campaign’s media planning was carried out by EssenceMediacom.
Generations is the second film under the Shape the Future with Confidence banner, following the recent launch of ‘Transformations.’ While Transformations illustrates the many external forces shaping the modern business landscape, Generations takes a purpose-led approach to build momentum around the EY ambition to build a better working world.
Collectively, the two films and supporting marketing campaign demonstrate the role of EY teams on unlocking value for business, people, society and the environment.
