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2016

Shred of Decency

Company Rothco
Client Daintree Paper
  • Gold
    6 Integrated & Earned - Earned Media Campaign
Executive Creative Director
Alan Kelly
Art Director
Stephen Rogers
Copywriter
Shane O’Brien
Strategy
Kathleen Healy and Casey Smyth
Account Director
Sarah McGann
Production Company
Piranha Bar
Designers
Heather Judge and Stephen Rogers
Social
Amy Lyons and Eric Gasparro
Agency Producers
Jessica Derby and Stevi Russell
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
Strategy
Kathleen Healy and Casey Smyth
Account Director
Sarah McGann
Production Company
Piranha Bar
Designers
Heather Judge and Stephen Rogers
Social
Amy Lyons and Eric Gasparro
Agency Producers
Jessica Derby and Stevi Russell
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

18 months ago, Daintree Paper was forced to close down due to the owner at the time’s anti-gay stance. He refused to stock products that supported same sex marriage, leading to overwhelming public outcry. The business was sold, and the new owners wanted to communicate their support for the Marriage Equality referendum.

This is how we helped this little paper shop restore their reputation and become a global phenomenon – by simply recycling homophobic flyers into confetti to support of Yes Equality.

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, we saw an opportunity. We created “Shred of Decency” – confetti made from 100% recycled lies.

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.

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.

We launched with an online film. This directed people to a purpose built microsite. With no media budget, our strategy was to focus on key influencers, journalists and leaders of Ireland’s LGBT community. We sent these influencers press packs in advance of the campaign launch. Then we targetted them on our social channels. Meanwhile we pushed the launch film on Twitter and Instagram, which drove people to the website to purchase the confetti. Within 2 days the campaign was featured in publications across the globe.

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.

Shred of Decency was also a huge turnaround for Daintree as a business – with a 15% increase in overall sales since the start of the campaign. What’s more, the image of the shop was fully restored in the eyes of the public.

Unsurprisingly, we sold out of confetti. 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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