Full Tilt

Promotional/Miscellaneous - Single


J. Walter Thompson Canada

Company: J. Walter Thompson Canada Chief Creative Officer: Josh Budd, Dave Federico Executive Creative Director: Ari Elkouby, Cory Eisentraut Designer: Michael Byzewski Production Director: Nicola Martin Print Production Manager: Maria Goss Senior Production Artist: Patrick Conway Production Coordinator : Kristina Loschiavo Producer: Julian Weiman Photographer: Jessie Lau Colour Artist : Andy Smits Printer: Ellen Foley, Bret Cheron Material Supplier : Dizolve

To raise awareness of Full Tilt Cycle, we created a one-of-a-kind poster made of innovative, dissolvable laundry detergent. The poster could be torn from pre-perforated strips and placed into the washing machine with the individual’s post-workout sweat-stained clothes, becoming part of the cyclists’ workout routine. In order to protect clothing and not dissolve the poster during the printing process, colour safe, dissolvable anhydrous inks containing less than 7% liquid were used.