Makita Drill
Convince people that Makita drills are high-precision power tools. Can one power drill be more precise than another? Yes. Makita drills are ergonomically designed to fit perfectly in any hand. They rotate at an optimal speed to minimise vibration. And they have a “shock buffer” system that ensures the perfect pressure of the drill bit point on any surface. So really, a Makita drill goes exactly where you want it to. they drilled over 20.000 holes into a wall to create a huge black and white image of, well, a Makita drill. To create the correct tones, the distances between the holes had to be very carefully calculated.
Agency: Saatchi & Saatchi, South Africa
Posted in Direct, Outdoor 
Add to del.ici.us 
Digg It
Blogs that link to this post 
Permanent Link
April 20th, 2009 at 10:18 am
That’s pretty neat.
The woman drilling in the 3rd inset from left, though, appears to be using a competitor’s product. D’oh!
April 20th, 2009 at 10:19 am
4th inset, sorry.
April 20th, 2009 at 11:02 am
That’s impressive
April 21st, 2009 at 1:29 am
This is a really clever and impressive idea, utilising the product to advertise its self, brilliant.
April 21st, 2009 at 9:25 am
This campaign move was a smart one for several reasons. For one, the medium is completely unique. We’ve seen billboards before, but this one is on a concrete wall and was made using the product. For another thing, the ad is simple and to the point. It just shows the product and what it can do is demonstrated by how it was made. I think this was a great campaign idea. The only problem I have with this is that I wonder how large an audience this could reach. Was this same idea utilised all over the country, or was this the only one? Was it in a high traffic area? These would all be concerns I would have.
April 22nd, 2009 at 2:57 pm
Lydia–I have a feeling this was the only one, which makes it seem more like an attempt to win ad awards rather than real-life work.
Can someone show / link to something that says otherwise? I’d be curious to see and hope my gut is wrong…