Furniture Takes Fashion in The&Partnership's Autumn Spot for Argos

Autumn, the time of mists and mellow fruitfulness, crunchy leaves, changing colours, new season wardrobes and a key time for home makeovers before the cold weather sets in.

The&Partnership London is launching the Argos Autumn/Winter Home and Furniture collection with an autumnal update to their successful, fashion forward ‘So Stylish You Can Wear It’ campaign which positions Argos as a destination for stylish homewares and furniture.

“We wanted to continue to celebrate our fantastic range of on-trend homewares and furniture this Autumn/Winter as it is a key time for our customers, who are spending more time indoors and looking to refresh their homes. We know that homewares and furniture provide an opportunity for our customers to express their personal style, hence we continue our campaign idea that Argos home and furniture is so stylish you can wear it.” said Dan Elton, head of marketing communications, Sainsbury's Argos.

Shot in the English countryside, this season sees an unassuming couple (who also featured in the SS19 campaign) stumble across an array of striking models and woodland creatures who strut along an ethereal forest catwalk, clad in a curated range of Argos’s stylish homeware and furniture. Smoke and light filter through the trees as curtains are used as cloaks, bedside tables as hats and armchairs swing through the air occupied by beautiful flower adorned models in the guise of woodland nymphs.

Danny Hunt, creative director at The&Partnership London said: “It’s always nice when a campaign is both liked and successful. After the fame of SS19, we re-approached the same narrative but this time we pushed the fashion element even further; taking our ridiculous catwalk of brave models into the woods and incorporating larger pieces of Argos homeware into our designs. It was a feat, but the results are stunning... that’s fashion baby!”

Shot on an Arri Alexa Mini with DP Jamie Ramsay at the helm, the film took two days and was shot in the UK, at Burnham Beeches in Buckinghamshire. Costume designer Verity Hawkes was used once more (from Argos SS19); this time the challenge was greater; with nifty engineering and clever design, bigger and bulkier pieces of furniture, such as sofas, chairs and cabinets were incorporated within the costumes.

“Even though this is a continuation of the previous campaign, this one feels like the next step up, both in fashion, tone and humour. A little warmer, a little cheekier, yet still seriously stylish” said Stink Films directing team, Traktor, adding: “Some people might say that TWO animals in one ad is too much, but in this case we certainly needed the white horse - and we simply couldn’t resist Bob, the talking Owl; he’ll stare you down, but he is a nice bird.”

The campaign sets out to build on the momentum of the SS19 Home campaign, which drove more than 6 in 10 people to agree that Argos sells more stylish homewares and furniture than they previously thought, and which convinced over 75% of people in the market for furniture and homewares to consider Argos (Source, Savanta 2019).

Aimed at those who wish to put a personal stamp on their home by filling it with stylish interiors, this enthralling yet amusing campaign seeks to drive reappraisal and consideration for Argos furniture and homewares this Autumn/Winter 2019.

Yan Elliott, joint ECD, The&Partnership London said: “Following the success of our Argos Spring/Summer campaign, we wanted to continue the catwalk to celebrate their new range of on-trend Autumn/Winter homewares and furniture, and as a result it seemed appropriate to showcase the latest fashionable collection in a forest.”

To support this second burst of the ‘So Stylish You Can Wear It’ campaign, Omnicom Media Group’s PHD have created an evolution of the media strategy that launched in April, with an optimised media laydown and approach. Whilst TV remains the dominant channel to ensure reach, the campaign will adopt sophisticated demographic and behavioural targeting techniques across VOD to engage a younger audience via contextually relevant home content. Digital OOH will deliver core product messages via store-based targeting to drive both consideration and footfall. The result is an audience centric strategy, delivering desirability and appeal at scale to showcase new range.