The MAXIMUM MURAL from Canadian Tire

To help Canadian Tire introduce MAXIMUM, a new line of tools and accessories engineered for trades’ professionals, the retailer tasked Tribal Worldwide – Toronto with creating an awareness program that would heighten anticipation for the new products.

Believing it’s more powerful to show versus tell, Tribal Worldwide – Toronto developed a captivating film that demonstrates the unparalleled performance and toughness of the MAXIMUM Precision Point™ Drill Bits.

“We needed to demonstrate the power and precision of the drill bits in a way that was worthy of the attention of serious craftsmen and women,” says Joshua Stein, executive creative director, Tribal Worldwide – Toronto. “Our solution was simple. Use 1Ž4-inch steel and make it look cool.”

For The MAXIMUM MURAL from Canadian Tire, 10,795 holes were drilled through 358lbs of 1/4-inch solid steel. It’s a testament to Maximum Drill Bits’ strength, longevity and precision.