Tree Detective

Best FMCG Campaign - Best Use of Doordrops

Issue 13 | December 2009


Chemistry Communications Group

Creative Team

Creative Director: Tim Uden Designer: Mark Harrison Copywriter: Gilly Hanna Artworker: Kenny Risk Digital Designer: Thomas Whitehead Client Services Director: Ingrid Purcell Senior Account Director: Sarah Andrews Senior Account Manager: Paul Durrans Account Executive: Olivia Thompson

Production Team

SCA Hygiene Products : Velvet


From March to June 2009


Velvet launched a bold new messaging platform: that for every tree Velvet used they would ensure that 3 more are replanted. To reinforce this message and deeply engage consumers, a unique ‘edu-tainment’ brand learning experience for children

was created called the ‘Triple Velvet Tree Detective’.


In a category clouded by white softness, the bold tree-themed campaign had major cut-through. It captured parents’ hearts by giving their children the chance to participate in tactile activities, teaching them the importance of trees and the chance to be deputized as a ‘Triple Velvet Tree Detective’.


Targets were smashed:

  • 93.5% respondents recalled the 3 Trees message against a target of 60%.
  • 84.3% respondents intended to purchase Triple Velvet against a target of 50%.
  • Website traffic increased by 20% (target 15%).
  • One independent researcher claimed it was “the most positive piece of research” they had ever seen.

Submit Your Work

Send us your work for the next issue of Directory using our submissions form

The Caples Awards 2020

Now Open For Entries
Deadline 1st May

Enter Now

Current Issue

Issue 53

Subscribe to Directory

Subscribe now and get instant online access to our 2,500+ articles


Inspiration via Email


Related Articles

People Also Read