The hole ad

For an outdoor campaign for power drill Makita, Saatchi & Saatchi made 20 000 precision drilled holes to create an image of the tool.

First Published in

Comprising 20 000 precision drilled holes in a wall, Saatchi & Saatchi’s outdoor campaign for Makita is something of a self-portrait by the Makita drill. Tones were created by using different sized bits and varying the distance between the holes. Taking 10 people a week to complete, the final work is something of an extreme product demonstration, proving that the Makita drill is superior to any other power drill.