Magician Dynamo has teamed up with B&D Garage Doors on a new integrated campaign in Australia, created by It’s Friday, that launches the brand’s new Roll-A-Door Secure.
Titled ‘Australia’s biggest garage security illusion,’ the campaign turns a widespread misconception about garage security into a real-world illusion. It is built on the point that while many Australians assume a closed garage door is a locked garage door, that may not actually be the case.
B&D brought Dynamo to Australia for what the company said was his first appearance in the country in more than a decade. At a secret Sydney location, he surprised local residents with a series of his trademark illusions, in what B&D described as a first-of-its-kind street magic activation, before exposing what the brand calls a hidden security blind spot: the belief that a closed garage door means a locked garage door.
The PR-led campaign was informed by new research commissioned by B&D. According to the research, 43% of Australians believe their garage door is locked when it is closed, while 67% agree the garage door is one of the most overlooked parts of home security.
The research also found that almost half (47%) of Australians surveyed said they store more than $20,000 worth of belongings in their garage, while 52% said their garage provides an entry point into their property.
“Dynamo was the ideal partner to highlight how easily assumptions about home security can be challenged,” said Alysha Deane, Marketing Director, B&D Garage Doors.
“We understand security-conscious homeowners lock their front doors, cars and windows, but may not realise their closed garage door, often the largest entry point to the home, may not be locked. That’s why we partnered with Dynamo to reveal this hidden security illusion in a way people wouldn’t forget.”
“It’s not often you ask one of the world’s greatest magicians to expose an illusion he didn’t create,” said Vince Lagana, CCO, It’s Friday.
“But that’s exactly what we did, turning Dynamo’s usual role on its head to expose an illusion many Australians were already living with: the belief that a closed garage door is locked. We loved bringing this to life with the brilliant B&D team, Dynamo, The Glue Society and Revolver.”
B&D said it tested the premium roller door offerings from Gliderol, Steel Line, Eco, Centurion, and Taurean, and that Roll-A-Door Secure was the only roller door that complies with section 6.3 (locking devices) of AS/NZS4505-2012, the Australian performance standard for garage doors and rolling shutters. To meet the standard, Roll-A-Door Secure must be installed correctly, the company said.
Credits
Client: B&D Garage Doors
Marketing Director: Alysha Deane
Marketing Manager: Tom Mathiesen
Brand and Communications Manager: Joey Teo
Marketing Coordinator: Jessica Butler
Creative Agency: It’s Friday
Production Company: Revolver
Director: Glue Society
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Executive Producer: Jasmin Helliar
Executive Producer / New Business: Nick Payne
Producer: Max Horn
TVC DOP: Jordan Maddocks
Production Designer: Michael Iacono
Make up / Hair: Mat Hornby
Main Unit Live Event & TVC DOP: Jordan Maddocks
2nd Unit Live Event Camera Operator: Alex Dufficy
Post-Production: Glue Society Studios
Editor: Luke Crethar
Live Event Colourist: Marcus Friedlander
TVC Colourist: Trish Cahill
Socials studio: Revolver
Socials Director: Ollie Ritchie
Socials Producer: Lizzie Dingle
Media Agency: Speed
Talent: Dynamo
Talent Management: Millicent Greenwood (YMU)
