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?
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
