2026 Winner

Presenting ID that doesn’t reflect one’s gender identity can be a daily source of stress, often leading people to avoid situations where identification is required, challenging the Village de Montréal’s goal of creating a safe, inclusive environment across an entire neighbourhood. “The Butterfly Effect” introduced a simple, scalable solution: a small butterfly sticker displaying a person’s pronouns, designed to be placed on an ID without altering official information. Distributed for free along with reusable ID sleeves across more than 30 Village businesses ahead of Pride, the initiative was supported by community partners and local creators. Within 10 days, all 5,000 stickers were distributed, major organizations like Metro Inc. joined the effort, and institutions across medical, academic and public sectors adopted the tool.

Credits

AGENCY: Cossette
PRODUCTION HOUSE: Septième
SOUND STUDIO: Studio Bulldog
CLIENT: Village Business Development Corporation, in collaboration with Aide aux Trans du Québec.

CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
VICE PRESIDENT, BRAND CONTENT: Chris Bergeron
COPYWRITING: Safia Lukawecki
ART DIRECTION: Eve Chenette, Annik Tremblay-Meunier Jean-Philippe Dugal,
STRATEGY: Chris Bergeron
PRODUCT: Élyane Jourdenais-Lemaire, Mélodie Desrochers Ndlela

AGENCY PRODUCER: Laurence Houle
DIRECTION: Eva Martinez
DIRECTION & DIRECTION OF PHOTOGRAPHY: Nicholas Tadros
PRODUCTION, CLIENT EXPERIENCE AND SPECIAL PROJECTS: Olympe Ramonatxo
EDITION: Delphine Legault
MOTION DESIGN: Louis Dunnigan Raymond
TRANSLATION & LINGUISTICS: Marc Grandmont
PRINT & DIGITAL PRODUCTION: Martin Lemay, Marie-José Legault, JG Production
AUDIO MIX: Studio Bulldog

CLIENTS: Village Business Development Corporation, in collaboration with Aide aux Trans du Québec.