Argos’ creator-led mockumentary bags August’s Joy of Digital Award

Described as Argos’ most ambitious creator campaign to-date, ‘Arghaüs’ makes satire the star of the show in a creator-led series where Argos’ A-List products populate an art gallery. 

Creators including Chris Hall, Abi Clarke, Paul Olima, Ella Willis, Em Walbank and Luke Millington-Drake take on the roles of gallery staff for the fly-on-the-wall four-part mockumentary that has been “designed to captivate audiences as Argos continues to push the boundaries of how a retailer shows up in culture”, according to Hannah Bussell, Influencer Lead at Argos.  

Commenting on why the campaign is her pick for the latest Joy of Digital Award, our Chief Digital Cheerleader, Joy, says: “Argos is traditionally known for its catalogue (am I showing my age?!), but this campaign demonstrates how it’s embracing a content-first approach to capture people’s attention and reach new audiences. You often hear that the best brand collaborations with creators happen when the advertiser allows the creators to shape the content, and you can see that at play here. It’s funny, knowing and highly shareable. An excellent example of how a stalwart of the high street can show up in new and exciting ways.”  

The campaign was developed by Billion Dollar Boy, with paid media support led by PHD UK.