Title	SKYSCRAPER DRILL PACKS
Brand	MAKITA
Product/Service	POWER TOOLS
Category	C03. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
Entrant Company	LEO BURNETT FRANKFURT, GERMANY
Advertising Agency	LEO BURNETT FRANKFURT, GERMANY

Name	Position
Andreas Pauli	Chief Creative Officer
Hans Juergen Kaemmerer	Creative Director
Hugo Moura	Senior Art Director
Benjamin Merkel	Senior Copywriter
Cornelia Richter	Artbuyer

The Brief

Since 1915, Makita has been producing tools for true professionals. Such as the new Nemesis SDS PLUS drills. Even the hardest materials like reinforced concrete and natural stone can be precisely drilled, as if they were soft as butter. For high load-bearing capacity and reliability, especially important when erecting tall buildings.

Creative Execution

The skyscraper packaging series were a powerful tool for impressing Makita’s key account customers and professional craftsmen. Numerous recipients reported back to us, lauding for the elaborately designed drill packs.

Describe the creative solution to the brief/objective.

The excellent quality and precision of this drill provided the idea for extraordinary packaging. The best-known skyscrapers in the world: Empire State Building, Chrysler Building, John Hancock Center, Shanghai World Financial Center and the One World Trade Center. Because: It all starts with the right tools.

Results

We have sent this special limited drill pack edition to more than 200 architects, building contractors, journalists, and bloggers. This didn’t only create a lot of buzz amongst German craftsmen. Over 40% of all key account customers immediately ordered the new Nemesis-SDS-PLUS drill range from the Makita product catalogue. And the sales representatives made it to get into the shelves of 10 new specialist retailers with a turnover growth of over 8%.