The&Partnership launches autumnal “So Stylish…” campaign for Argos

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by Mark Johnson

London creative house, The&Partnership, has launched the Argos Autumn/Winter Home and Furniture collection with an autumnal update to its successful, fashion forward ‘So Stylish You Can Wear It’ campaign.

“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”, said Dan Elton, Head of Marketing Communications, Sainsbury’s Argos. 

“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.”  

Ethereal feel 

Shot in the English countryside, this season sees an unassuming couple (who also featured in the spring/summer 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.

So Stylish: Argos' A/W campaign from The&Partnership

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. 

“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.” 

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 lay-down and approach. 

Multi channel reach  

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.

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