Butterfly Effect

Imagine having to show a piece of ID that doesn’t reflect who you are anymore. That kind of stress is constant for people who are exploring or have explored their gender identity—it’s called ID anxiety. The Village created a tool to help with that: a butterfly sticker where you can indicated your preferred pronouns to avoid being misgendered. The idea took flight in the Village but ended up creating a true butterfly effect. 

Papillon 1 cover
Papillon 2 gauche
Papillon 3

Credits

Client :
Société de développement commercial du Village, en collaboration avec Aide aux Trans du Québec
Creative :
Anne-Claude Chénier, Chris Bergeron, Safia Lukawecki, Eve Chenette, Annik Tremblay-Meunier, Jean-Philippe Dugal
Strategy :
Chris Bergeron
Account services :
Élyane Jourdenais-Lemaire, Mélodie Desrochers Ndlela
Production :
Septième, Studio Bulldog