Argos has unveiled a new out-of-home campaign to position itself as a multi-category retailer.
Titled ‘More Than Toys’, the marketing drive aims to tackle the misconception that Argos is a destination just for toys.
Devised by advertising agency T&P, the creative is comprised of two executions in high traffic areas within London.
The installations turn two items from the retailer’s product range-a Habitat sofa and a fridge from Smeg into toys, complete with custom designed packaging and a 25+ age rating.
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Laura Boothby, head of campaigns at Argos said, “We know Argos is often associated with toys, so we wanted to have some fun with that idea while challenging perceptions in a playful, unmistakable way.
“By reimagining standout home products as larger-than-life ‘toys’, these bold installations use humour and scale to draw people in – inviting shoppers to rediscover just how much more Argos has to offer.”
Matt Moreland and Chris Clarke, executive creative directors at T&P, added: “We loved this special build idea the moment we saw it. So bold. So fun. So WTF!?
“And we couldn’t be happier that it’s finally going live. Big up the brilliant Argos team who helped get this made (and IRL folks, this isn’t AI). And big up our brilliant Argos clients who believe stand out ideas.”
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