EY believes that sustainability is everybody’s business and is on a mission for change. However, EY was not considered an employer of choice in sustainability, despite having strong credentials in this space. They wanted to highlight how a career at EY could have a positive impact on building a more sustainable working world. Its global employer value proposition is ‘It’s yours to build’, encourages their people to be intentional about their careers, but also about their positive impact on clients, communities, and society. To reflect this, Radancy helped EY build a hero campaign called ‘Better Futures’ that would show how candidates could forge a career in sustainability. 

EY’s Employer Brand team worked with key stakeholders in the sustainability team, interviewing each participant to hear their stories. This meant it could develop authentic and emotive scripts that would show the impact each person is having on the planet. They then used the scripts to select visuals for each individual’s storyboard. Each was surrounded by a projection screen that took them on a journey as they walked through space to their pre-recorded voiceover, creating a fully immersive experience. The aim was to show their authentic reactions as they saw their stories on screen for the first time. 

The creative direction was chosen to minimise consumption, with each projector using the minimum wattage per hour each day. Minimal LEDs consumed 80% less energy than typical studio lights, and all cameras were battery powered. The projector screens were also built to be repurposed for future shoots. The activation plan was to use the films across social media, the careers website, in partnerships, advocacy and internal communications. Despite only launching in 2023, engagement has been phenomenal, leading to high sign ups to EY’s talent pool.