ING Direct brings magician Dynamo to Australia for lunch break campaign

Days after UK magician Dynamo gained global coverage of a stunt which appeared to show him levitating across Westminster Bridge next to a double decker bus, ING Direct is to bring him to Australia.

The magician will appear as part of a campaign masterminded by media agency UM. Dynamo will perform in Sydney next Thursday and Melbourne on Friday in a campaign aimed at encouraging Australians to make better use of their “disappearing” lunch break.

The “Spend your lunch well” events are intended to link research into people not having time for a proper lunch break with ING’s message that it can save people time on their banking.

According to ING Direct, its research shows 28 per cent of workers eat at their desk.

Other lunchtime events include sushi rolling classes, writing music with musicians Josh Pyke and Chance Waters and interactive art with street artist Indo.

The company has also created a video featuring Dynamo to promote its focus on reclaiming the “disappearing” lunch break.

The campaign aimed at making a direct link to the bank’s tagline: “Spend Your Life Well”, which was launched as part of a brand refresh last year.

“This activation program is designed to bring Ing Direct’s Spend Your Life Well positioning to life by encouraging Australians to get up from behind their desks at lunchtime and spend the time better by doing something personally rewarding or interesting,” said Mat Baxter, CEO of UM Australia.

The  campaign also involved UM’s sister branded entertainment agency Ensemble and digital agency Soap Creative.

Nic Christensen



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