Canadian Tire "Maximum Mural" (2014) :15 (Canada)

MAXIMUM is a brand new line of tools for trade professionals, now being carried at Canadian Tire. To showcase the strength of these tools they made a mural using the drill. 10,795 holes were drilled to make this mural. I like the implication that these aren't just the tools the professionals use, but the tools professionals use to really craft something. They're not just handymen, they're artisans.

Client: Canadian Tire
Agency: Tribal WorldWIde
ECD: Joshua Stein

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