Book of Dreams

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

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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. 


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