A Call from the Future – Think of the Children

By The Malketeer

EY’s Powerful New Campaign Challenges Decision-Makers

Imagine being called to action by the very generation that will inherit the world we create today.

EY’s latest campaign, Generations, flips the script on traditional messaging by putting children front and centre, urging adults to consider the long-term impact of their decisions.

Created under the consultancy’s “Shape the Future with Confidence” platform, this 75-second spot delivers a poignant message that resonates across industries.

Directed by Karen Cunningham through PrettyBird and Hogarth, and masterminded by Graham Fink (Fink Different) and Mark Goodwin (Squidink), the campaign is a bold reminder that today’s actions ripple far into tomorrow.

Voices of Tomorrow, Heard Today 

In Generations, children speak directly to the audience about their hopes for a brighter future.

Their candid appeals emphasise creating a healthier planet, fostering inclusive workplaces, and addressing global challenges like artificial intelligence, sustainability, and social equity.

These are not just lofty ideals—they are demands for a world in which every decision contributes to a better legacy.

Leadership with Legacy in Mind 

John Rudaizky, EY’s global chief brand and marketing officer, encapsulates the campaign’s intent: “Generations seeks to inspire thoughtful leadership. It’s a reminder for decision-makers, especially those shaping policies and innovations, to prioritise the interests of the next generation—a generation that will soon join the workforce.”

Cunningham’s exceptional storytelling brings authenticity to the campaign.

Her ability to draw natural performances from real children lends an unfiltered honesty that captures the viewer’s attention.

Shaping the Future, Confidently 

The message is clear: every decision matters.

From tackling climate change to navigating AI’s ethical complexities, EY challenges leaders to take ownership of their role in building a better working world.

The campaign doesn’t just inspire—it urges us to act.

This isn’t just another corporate message; it’s a call to action that bridges the gap between ambition and accountability.

By reminding us who is watching—and who will live with the consequences—Generations sets the standard for impactful brand storytelling in 2025.

So, next time you make a decision, big or small, ask yourself: What will the children think?


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