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2016

Shred of Decency

Company Rothco
Client Daintree Paper
  • Gold
    4 Change - Creative for Change
Executive Creative Director
Alan Kelly
Art Director
Stephen Rogers
Copywriter
Shane O’Brien
Agency Producer
Jessica Derby and Stevi Russell
Strategy
Kathleen Healy and Casey Smyth
Account Director
Sarah McGann
Production Company
Piranha Bar
Designer
Heather Judge and Stephen Rogers
Social
Amy Lyons and Eric Gasparro
Editing House
Rothco and Piranha Bar
Editor
Stephen Walsh / Piranha Bar
Post House
Piranha Bar
Post Producer
Aileen Heavey
Photographer
Mark Duggan
Digital
Owen Derby and Sean Crawford
Illustrator
Chris Judge
3D
Garry O’Neill
Client
Lar Barron and Ger Barron, Daintree Paper
Sound
Mutiny
Executive Creative Director
Alan Kelly
Art Director
Stephen Rogers
Copywriter
Shane O’Brien
Agency Producer
Jessica Derby and Stevi Russell
Strategy
Kathleen Healy and Casey Smyth
Account Director
Sarah McGann
Production Company
Piranha Bar
Designer
Heather Judge and Stephen Rogers
Social
Amy Lyons and Eric Gasparro
Editing House
Rothco and Piranha Bar
Editor
Stephen Walsh / Piranha Bar
Post House
Piranha Bar
Post Producer
Aileen Heavey
Photographer
Mark Duggan
Digital
Owen Derby and Sean Crawford
Illustrator
Chris Judge
3D
Garry O’Neill
Client
Lar Barron and Ger Barron, Daintree Paper
Sound
Mutiny

Daintree believe in making beautiful things out of paper. So when paper was used to print ugly lies in the run up to Ireland’s Marriage Equality referendum, they wanted to do something about it. We created “Shred of Decency” – confetti made from 100% recycled lies. We recycled homophobic flyers into confetti to support the cause of Marriage Equality.

We collected any negative, dishonest and homophobic flyers and leaflets and recycled them into beautiful confetti. Then we sold it in Daintree’s little shop on Camden Street and online on our purpose built microsite, with all profits going to support Marriage Equality.

The results were completely overwhelming – with more than 62 million media impressions in earned editorial coverage and over 6.2 million social media impressions over the course of the campaign. It was featured in publications all over the world – from Buzzfeed, to the Huffington Post, to Mashable and many, many others. This was all organic reach – not a single cent was spent on media.

Thousands of euro was raised for Yes Equality, and we’re proud to say we helped take lies and hate out of the Marriage Equality debate.

As for the most important result of all… On 22nd of May, Ireland became the first country in the world to approve marriage equality by a popular vote, with a landslide majority.

Our Collaborators

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