EY launches global film focusing on next generation

Accounting firm EY has released a film as part of its “Shape the future with confidence” platform to illustrate how the decisions made today will impact the next generation.

Created by Graham Fink and Mark Goodwin from Fink Different, “Generations” is a 75-second film featuring different children addressing the viewer about their futures.

They speak to the adults watching and tell them it is children’s tomorrows they are building today. 

The children ask today’s grown-ups to think of them when they develop new technology, to think of nature and create a healthier planet, and to build a better and more inclusive working world.

It was directed by Karen Cunningham through PrettyBird and Hogarth. 

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. 

“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.”

“Generations” follows EY’s film “Transformations”, which illustrated the external forces shaping the modern business landscape.

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.”

The new film will be featured in a global multimedia campaign and will run across TV, digital video, audio in business-focused podcasts, EY social media channels, online platforms, and live client experiences. 

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

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.”