Winter 2019 was set to be a time of political division and financial uncertainty, In times of uncertainty, people look to traditions they love. We knew we had a tradition that was uniquely ownable and very Christmassy; Every year, Brits up and down the country circle the catalogue with the gifts they’re dreaming of that Christmas. They even take to Twitter and Facebook to celebrate it; reminiscing about circling gifts in their childhood and sharing pictures of their kids today.

All we needed to do is fuel this conversation further. We started by renaming the catalogue ‘The Book of Dreams’, inviting the British public to think about what the Argos catalogue means to them at Christmas time.

The film we created delivers on the Book of Dreams’ promise as a dad’s childhood dreams are awoken when he sees a drumkit his daughter circled in the Argos catalogue.

Set to the 80s classic ‘Don’t you forget about me’ by Simple Minds, the heart warming and joyful campaign had all the ingredients; a great story, clever set design, epic music, two superstar drummers with an amazing chemistry, and of course, a couple of kid’s drum sets!

The film got into the hearts and minds of the British public – hijacking the Vanessa Feltz breakfast show, making headlines in the national tabloids and making an internet sensation out of Nandi, our 9 year old drummer.

The industry press around the world loved it too – we were Campaign’s pick of the week, received 5 stars on System 1 and David Reviews. 99.9% of online reactions were been positive. The film was seen over 11million views on YouTube, and we even sold out of drum kits!

In this year of uncertainty, Argos gave the country something to smile about, bringing genuine joy to the masses.

Argos/Sainsburys Argos Ltd - Argos - The Book of Dreams

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