Dynamo is known worldwide as an illusionist. His TV show ran for three years in the UK and he has a huge fan following. So It’s Friday and B&D Garage Doors brought him to Australia to expose the country’s garage security illusion – that a closed garage door is secure. The campaign launches B&D’s new Roll-A-Door Secure that locks automatically on closing with a four-part integrated locking system.

Australia’s biggest garage security illusion was Dynamo’s first appearance in Australia for more than a decade. It was staged in a suburban cul-de-sac. Dynamo surprised local Sydney residents with a series of his trademark illusions before exposing the hidden security blind spot that many Australian households unknowingly live with – the belief that a closed garage door means a locked garage door.

The PR-led campaign followed research commissioned by B&D, that found 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. 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.

Vince Lagana, CCO at It’s Friday, commented, “It’s not often you ask one of the world’s greatest magicians to expose an illusion he didn’t create. 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 Garage Doors marketing director, Alysha Dean, added, “Dynamo was the ideal partner to highlight how easily assumptions about home security can be challenged. 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.”

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)