Inventions That Last


Imagine you have a good idea. You create something, it becomes a standard, a lot of people eventually start using it and some day you hear about the person who supposedly had that idea. Only that this person is not you. You’d want to change that, wouldn’t you?

In 1975 a team of twelve at Bosch invented a system that made construction work easier and faster. It did so by making it possible to quickly click hammer drill bits and chisels into the machine without the need for further tools.

This system became a worldwide standard and it will possibly be used on construction sites until the invention of laser boring machines. It goes by the fine name SDS-plus, short for “Steck-Dreh-Sitz”, later “Spannen durch System” and today “Special Direct System”. Its first name told what it’s about in German, the current one sounds way cooler – for Germans.

Today, most SDS-plus users do not know who invented the system and some tradesmen might even credit other brands with it. Now that SDS-plus celebrates its 40th anniversary, Bosch wants to claim back the glory.

bosch campaign posters

Bosch asked us to create a quick campaign to make tradesmen speak about SDS-plus and its invention. Our concept features the two main qualities of the SDS-plus system: It’s an invention that drew its success from its ease of use and after 40 years it is still state of the art in its original form – different from a lot of former standards that did not persist for multiple decades. Think floppy discs (1971), VHS cassettes (1976) or the Walkman (1979).

moondust This is how you do moon dust special effects: baby powder and a post-it projectile wrapped in tape

Part of the campaign is a short video that we produced in-house, starring rubic’s cubes, baby powder and a wooden wheel that took 150 takes for one perfect shot.

The campaign will be rolled out globally.