High precision billboard campaign

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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.

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According to Du Plessis, the campaign is aimed at demonstrating that one power drill can be more precise than another.

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