Daintree Paper

Daintree Paper

At Daintree, paper is their favourite thing in the whole world. So when paper was used to spread some ugly lies in the run up to the marriage equality referendum they weren’t one bit happy. So we created ‘A Shred of Decency’. It’s confetti made from 100% recycled lies in support of marriage equality. #shredofdecency

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.


Creative Director – Al Kelly

Art Director – Stephen Rogers

Copywriter – Shane O’Brien

Strategy -Kathleen Healy and Casey Smyth

Social – Eric Gasparro & Amy Lyons

Producer – Jessica Derby

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