EY Foundation: We’ve never had anything handed to us on a plate

Class prejudice is alive and kicking in British culture, with businesses overlooking talented Gen Z kids from free-school-meal backgrounds. The EY Foundation wants to change that.

Instead of a pity story, we created a raw celebration of the ‘hard-working class’, challenging the stereotypes and showing businesses exactly what they were missing out on. The campaign sparked a landmark partnership with the UK Government’s Social Mobility Commission and won System1’s Ad of the Week.

Directed by the excellent Nicholas Jack Davies.

🏆 2 DMA Golds, 1 Silver, 1 Bronze // 3 Cannes Lions Shortlist // 2 Drum Shortlist