B&D and It’s Friday Expose Garage Security Illusion with Dynamo
B&D Garage Doors has teamed up with world-renowned magician Dynamo for a new integrated campaign that turns a widespread misconception about garage security into a real-world illusion
Created by It’s Friday, the campaign, “Australia’s biggest garage security illusion”, launches B&D’s new Roll-A-Door Secure by exposing a simple but surprising truth: while many Australians assume a closed garage door is a locked garage door, that may not actually be the case.
To bring the idea to life, B&D brought world-renowned illusionist Dynamo to Australia for his first appearance in the country in more than a decade, swapping sold-out arenas for the suburban streets in a secret Sydney location.
In a first-of-its-kind street magic activation, 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 was informed by new research commissioned by B&D, which 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.
And there can be plenty sitting behind it: 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.
The campaign marks the launch of B&D Roll-A-Door Secure, which B&D says is Australia’s most secure roller door*. The new product features a four-part integrated locking system engineered to lock, reinforce and protect.^
B&D Garage Doors Marketing Director Alysha Dean, said;
“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."
"Some Australians are storing tens of thousands of dollars' worth of belongings behind their garage door, yet many don't know whether it is locked and secure or not. That's exactly the hidden assumption we wanted to challenge. But exposing the problem is only part of the story. B&D Garage Doors has developed our most secure garage door system, and Australia’s most secure roller door, engineered to resist forced entry and deliver a new benchmark in garage door security for Australian homes."
Vince Lagana, CCO at It’s Friday, said:
“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.”
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)
*B&D tested the premium roller door offerings from Gliderol, Steel Line, Eco, Centurion and Taurean, and Roll-A-Door Secure was the only roller door that complies with section 6.3 (locking devices) of AS/NZS4505-2012. AS/NZS4505-2012 is the Australian performance standard for garage doors and rolling shutters. To meet the standard, Roll-A-Door secure must be installed correctly.
^Provided installed correctly as a system.
