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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 platform.

The EY organization unveiled the latest expansion of its ‘Shape the Future with Confidence’ brand campaign with the release of a new film, ‘Generations.’

The 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. EY teams collaborated with creative directors Graham Fink and Mark Goodwin to develop the concept, Hogarth to lead on the production and enlisted Karen Cunningham, a director known for the advert “Imagine the ‘Possibilities’ and the short film ‘Wonderful World,’ to direct it.

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, emphasizing the global need for sustainable and ethical business practices to help ensure a prosperous and equitable world for all.

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.

John Rudaizky, EY Global Chief Brand and Marketing Officer, says:

"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.”

Karen Cunningham, Director, PRETTYBIRD, says:

”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.”

Graham Fink, Creative Director, Fink Different, says:

“'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.

The EY organization has announced the release of a new global integrated marketing campaign, ‘Transformations’, which includes 60-second and 30-second television commercials (TVCs) and digital out of home (OOH), as well as online and social ads. This forms the next phase of the organization’s recently launched ‘Shape the Future with Confidence’ brand expansion plans. 

Business leaders are facing a multitude of challenges from geopolitics, technology and environmental concerns to internal issues like capital scarcity and talent shortages. Transformations demonstrates a commitment to helping businesses unlock value by transforming their enterprises, through the full spectrum of EY services, skills and ecosystem partners. The campaign addresses how companies must rapidly adapt to change, asking, "Will your business shape the future or be shaped by it?”

The EY global campaign launches with a 60-second TV commercial and runs across the world’s largest business channels, including Bloomberg, Euronews, CNBC, BBC News, CNN and Connected TV. The digital out of home will be featured across the world's busiest international business travel airports. In addition, Transformations will feature prominently across EY channels and online platforms through podcasts, video on demand, social videos and banners.

Transformations was produced by award winning Production Company Not To Scale and directed by Rogier Schalken. The Dutch film director is famed for his style, creativity and use of live-action realism with intricate CGI and visual effects, while maintaining authentic character performance and powerful visual storytelling. Rogier collaborated with Not To Scale’s rostered visual effects specialists Sehsucht, who worked closely with Rogier on the shoot and in post-production, to ensure the visually impactful effects were artfully designed, animated and seamlessly integrated throughout, helping to fully bring the Transformations film and campaign to life. The campaign’s media planning was carried out by EssenceMediacom.

John Rudaizky, EY Global Chief Brand and Marketing Officer says:

"Those who shape the future create it, and in the film ‘Transformations’ – part of the EY ‘Shape the Future with Confidence’ brand expansion – we demonstrate how innovation helps business leaders grow their organizations, even during global challenges. Traditional multiyear strategies and linear transformations are becoming outdated. Success now depends on human-centric leadership, balancing optimization with reimagination, strategic ecosystems, and collaborative full-spectrum teams solving issues together."

Chris Spenceley, Managing Partner, Ogilvy UK says:

“To tell the true transformational capability of EY, we created a device that represents their full spectrum of services as an entity of multi-coloured, multi-faceted shapes that transform everything in their wake. They are a positive, aspirational force, that through the film inspires, supports and benefits humanity at every touch point, all to re-inforce the new brand platform of ‘Shape the Future with Confidence’.”

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