What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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High precision billboard campaign
The high precision of Makita drills, one of the world's largest tool manufacturers, is demonstrated in a new outdoor campaign from Saatchi & Saatchi. The project involved drilling over 20 000 holes into a wall.
The project, which has been entered into the Cannes Lions awards, took 10 people a week to complete, to create a huge black-and-white image of a Makita drill - sort of like a Makita drill doing a huge self-portrait/pack shot.
“To create the correct tones, the distances between the holes had to be very carefully calculated,” explains Saatchi & Saatchi executive creative director Ben du Plessis.
According to Du Plessis, the campaign is aimed at demonstrating that one power drill can be more precise than another.
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