EY People Campaign: Festland Puts Professionals at the Center
True to the motto «think global, act local,» EY has teamed up with the Zurich-based agency Festland to create a people campaign featuring real EY professionals in leading roles—one that is authentic, modular, and adaptable to international markets.
EY People Campaign Combines Global Brand with Local Identity
Global Brand, Local Face: EY has partnered with the agency Festland to develop a creatively adaptable concept that takes the EY People campaign to a new level. The starting point is the global umbrella campaign «Shape The Future With Confidence.» The concept puts EY professionals at the center—the people who, through their client focus and expertise, bring the brand promise to life every day.
The challenge was to maintain both unity and distinctiveness at the same time: on the one hand, the coherent identity of the global EY brand; on the other, the specific characteristics of individual markets. The result is a modular creative concept that can be adapted locally without straying from the overarching brand framework.
Pilot production in Switzerland across three solution areas
The three-part pilot production took place in Switzerland. For each segment, several EY professionals were invited in front of the camera to discuss the solution areas «AI & Technology,» «Cybersecurity,» and «Four Futures.» Video footage featuring on-camera statements is intended to ensure a high degree of authenticity. Nektar was responsible for the film production, while MW Studios handled the photography.
The modular visual concept makes it possible to efficiently adapt the content produced for different markets and formats. Thomas Sucic, Leader of Brand, Marketing & Communications at EY Switzerland, emphasizes the importance of this approach: «Our people make the difference—and that’s why they’ve been at the heart of our campaigns for years.»
Authenticity as the Creative Theme of the EY People Campaign
For Katrin Bohrer, who is in charge of art direction at Festland, the execution was a special moment: «Seeing the creative concept come to life with real people from EY during the shoot was a »wow’ moment.”
The concept is based on the guiding principle «think global, act local» and is intended to serve as a model for other markets outside Switzerland. By featuring real EY professionals as the faces of the campaign—rather than models or actors—the campaign creates a connection between the brand promise and the reality of life at the company.
For more information about EY Switzerland, visit https://www.ey.com/de_ch available.
Contact at EY Switzerland: Thomas Sucic (Head of Brand, Marketing & Communications), Jessica Weissberg (Brand, Marketing & Communications) Responsible at Mainland: Katrin Bohrer (Art Direction), Elena Neff (Consulting), Marco Casile (Concept) Production partner: Nectar (film), MW Studios (photography)
