Book of Dreams

Celebrating the iconic and long-standing tradition of circling your most-wanted gifts in the Argos catalogue.

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Nov 21, 2019
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Argos // The Book of Dreams: The much-loved Argos catalogue takes centre stage for this campaign. Celebrating the iconic and long-standing tradition of circling your most-wanted gifts, the catalogue has been a firm fixture with families for the last 46 years, but has been absent from the Christmas TV advertisement for the past decade. In 2019, the Christmas edition of the catalogue plays a starring role in the festive campaign; renamed ‘The Book of Dreams’, the advert delivers on this promise as a Dad’s childhood dreams are awoken when he seems a drumkit circled by his daughter in the Argos catalogue. Shot by Traktor, Simple Minds’ 80s classic Don’t You Forget About Me provides the perfect soundtrack to this upbeat narrative which tells the tale of a Father and Daughter realising their dreams together. The launch of the TV advert followed a social campaign that saw celebrities, influencers and members of the public discussing their own ‘Book of Dreams’ from when they were young; the campaign includes the creation of Argos’s first ever digital repository of vintage catalogues from the last four decades, which attracted over 1.8 million visits in the first 48 hours. The full 360 campaign encompasses online, television, cinema, brand response, bumpers, out-of-home, social and influencer outreach. 

Go to the profile of The&Partnership

The&Partnership

The&Partnership London is a future-focused creative agency whose mission is to bring together creativity, technology and data in new, exciting and effective ways. Originally founded in 2001 as CHI, the agency rebranded in 2018 as The&Partnership London, underlining its position as the beating creative and strategic heart of The&Partnership’s cross-discipline network of agencies. The&Partnership London believes the future of the creative industries lies in big, bold and bionic ideas which blend world-class creativity with smart data, progressive technology and artificial intelligence. The agency was in 2016 named the UK’s most awarded independent creative agency at Cannes Lions, as well as Digital Agency of the Year at the Campaign BIG Awards. The&Partnership London is the creative centre of The&Partnership, which is both the UK’s largest and Europe’s fastest-growing independent agency network, increasingly known for its innovative in-sourced model. Backed by WPP and spanning four continents, with 1,500 staff, the multi-disciplined network last year saw a year of record growth, expanding across 17 new European markets and doubling in size against a challenging industry backdrop. It attributes this rapid expansion to the success of its in-sourced ‘&Model’ agencies, with multi-disciplined, on-site teams working alongside clients’ marketing departments in new, nimble ways, to a single bottom line; delivering data-driven work to fit new marketing agendas. The&Partnership has 22 offices across North America and Europe.

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