Estée Lauder set its sights on nurturing Supreme’s growth within EMEA, aiming to unlock an emotional connection that would set the brand apart. To accomplish this ambitious goal, the brand recognised the critical need to identify a compelling emotional anchor that would foster differentiation, connection, and ownership. The team approached Butterfly, recognizing our strength in unlocking emotions. Through the briefing, we could see that the real opportunity was to find a way for Supreme to be about defying conventions, moving beyond traditional demographics to embrace an ageless philosophy that valued inclusivity and sustainability. The challenge wasn’t just to chase growth but to reshape Supreme into an icon of ageless beauty and unshakable self-confidence.