Tide: Don't let your mommy cry

Here's an important note to clarify some issues concerning the safety of usage of the T-shirts:

The technology used to produce the T-shirts assures that the usage of the product CAN NOT do any harm to the skin, cause irritations or allergies.

A layer of transparent, dermatologically tested fabric paint is sprayed on the T-shirt in the same places where the tears are going to be placed. It ensures that the washing powder that will be a part of the tears WILL NOT have any contact with the skin through the cotton. The transparent layer also protects the washing powder from dissolving in case of excessive sweating.

The dissolving of the fabric print (NOT the transparent layer, which may stay on the T-shirt after first washing) occurs when the print undergoes warm water treatment (30+ Celsius degrees). The paint doesn't dissolve immediately. It takes approximately 5-10 minutes for warm water to start dissolving the paint coating. The short time exposure to water will not dissolve the paint coating on the T-shirt. The ability of paint to dissolve increases with the temperature.

Advertising Agency: Leo Burnett, Warsaw, Poland

Creative Director: Paweł Heinze / Copywriter: Krzysztof Nienałtowski
Art Directors: Krzysztof Nienałtowski, Zofia Sobolewska, Diana Przykorska, Paulina Grochowska
Account managers: Hanna Jackowska, Agnieszka Szymków
Producers: Kasia Bartenowska, Kornel Gęsicki, Jolanta Skuza, Magda Dzierżek / Technologist: Krzysztof Ligaj