Edelman, as the biggest independent PR agency in the world have huge, global reach and clients across every industry.
We partnered with Amanda Mooney, one of Edelman’s brightest minds to create ‘Words of a Generation’, an ethnographic research project spanning five countries.
The primary goal was to remove the abstraction of quantitive data, where consumers are turned into facts and figures and to open the door to marketing decision makers and executives into real people’s homes and lives.
In each country we identified the generation that has lived through the most change, before conducting over 40 hours of interviews covering: love, play, explore, connect, consume, dream and work.
We then highlighted the most poignant, or insightful comments and built narratives from hundreds of pages of transcripts to fill seven, ten-minute episodes.