Argos
Arghäus
The challenge
Argos is one of those brands that everyone knows...
Or at least they think they do. Many perceive it as a place to go for practical products, rather than premium ones.
Argos wanted to change this perspective and demonstrate their premium credentials. But to do this, they had to earn their place in culture.
Sense the
The Insight
On social platforms, the act of admiring products has become entertainment in its own right. From unboxings to “must-have” lists, everyday items are analysed, judged and celebrated in ways that resemble cultural criticism more than traditional shopping.
So we asked the question: what if they achieved the ultimate cultural status and became art?
Reimagining Argos products as high art pieces.
Opportunity
Shape the Concept
Treat products like art and take it seriously. Deadly serious. And that’s when Argos was anointed as Arghaüs. A fictional gallery where A-list products are revered as masterpieces.
An episodic mockumentary, following a bumbling and pompous staff through their running of the gallery. With entertainment at the core but a natural place to discuss premium items. Arghaüs gave us a long-term platform for product storytelling across six months.
Scale the impact
Co-created with talent Abi Clarke, Chris Hall and Paul Olima, Argos Arghaüs featured special guests such as Asim Chaudhry.
We designed Arghaüs as an episodic creator-led series,, allowing us to build buzz for each episode. This approach also allowed us to be reactive, taking viewer feedback into account before we produced the next spot.
We cast four leading UK comedy creators, each bringing our carefully designed archetypal characters into the fictional world of Arghaüs.
Their combined reach of over 14 million followers gave us instant scale across 122 pieces of content, while their comedy creds ensured content authentically resonated with the British audience.
The Results
38m
Views
94%
View-through rate
74%
Band recall
