Celebrating everyday actions with Deloitte’s Butterfly Effect campaign.

For International Women’s Day, Deloitte wanted to move beyond a single day conversation and inspire ongoing change. Working with creative agency Saboteur, the campaign centred on the Butterfly Effect – showing how small, positive actions can lead to lasting impact. The brief was to create an engaging series of social posts encouraging people to #BeTheButterfly all year round.

We led creative direction, sourcing 12 talented woman identifying illustrators from around the world, pairing each with an everyday action to champion. Collaborating with Wednesday Studio as our animation partners, we directed the visual approach and guided production, bringing the artworks together as a narrative, that also served as a cohesive series of short, shareable animations released over 12 months. The campaign’s vibrant mix of styles highlighted the power of small gestures while uniting diverse voices under one clear message.

The animations rolled out across Deloitte’s social channels, inviting audiences to share their own pledges to #BeTheButterfly. The project won an EVCOM Clarion Award, recognising its creative impact and positive message. By fusing illustration, animation and a strong social purpose, the work demonstrated how thoughtful storytelling can amplify calls for equality beyond International Women’s Day itself.

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