Saatchi & Saatchi South Africa has won the prestigious Creative Circle 2009 Ad of the Year Award in the outdoor category, for its Makita 20,000 Holes campaign.
Only 5 awards are given out in total, one in each category of print, radio, TV, outdoor and press. Saatchi & Saatchi also received a 2009 Gold Loerie for the experiential campaign.
According to Grant Meldrum, Saatchi & Saatchi MD Johannesburg, the outdoor campaign for Makita was aimed at demonstrating the Makita power drill’s precision, and comprised an impactful visual project that involved drilling over 20,000 holes into a wall. It took ten 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.
“We are thrilled that our Makita 20,000 holes outdoor idea was recognised as the winner,” says Meldrum. “The campaign optimised participatory communication which has become so important in today's attraction economy, whilst underpinning the brand's 'precision' promise.”