The&Partnership’s 80 Days of Argos, has won a Gold Lion in Media. The campaign, which encouraged customers to ‘seize the day’ with Argos’ market-leading Fast Track and Same Day Delivery Service, was the world’s first campaign to feature a unique, date-stamped advert every day for 10 consecutive weeks.

Smart production and clever execution got together for the campaign to make an ad that grew happen in real time and aligned itself to topical events. Each 10-second ad was inspired by real-world events and dates in the nation’s calendar, as well as responding to consumer data and the Great British weather.

Events in the campaign included:

• A Snap Election Special featuring Habitat seats, with the caption, Want Seats? Get Seats

https://youtu.be/Vjrs-9LYZg4

• A Pride Special featuring Argos’ range of premium-branded tablets

• A Princess Charlotte Special for Princess Charlotte’s birthday.

https://youtu.be/nwEWquU-YgA

Yan Elliott, joint executive creative director at The&Partnership London, commented, “We’re so proud of this win, for a really ambitious campaign combining a great creative idea with clever use of media and data. It was a mammoth piece of work, involving creative, production, planning and account handling working tirelessly together to turn around responsive executions at speed – but it was so worth it. We couldn’t be more chuffed.”

Dan Elton, brand director at Argos, added “This is a hugely well-deserved win for the team at The&Partnership and this tour de force of a campaign. Congratulations to all of them – they certainly put in the hard work getting here and we’ll be celebrating together. Here’s to many more Lions together.”

The&Partnership’s digital engagement agency, AllTogetherNow, also worked on the campaign. Mindshare managed media planning and buying.

View all winners here: Media winners

Credits

Agency: CHI&Partners

Executive Creative Director: Yan Elliott, Micky Tudor

Creative Director: Laura Rogers

Creatives: Liz Oakley & Duncan Brooks

Planner: Rebecca Munds & Rob Sandford

Producer: Rick Carter

Production Assistant: Alfie Glover-Short

Business Partner: Gary Simmons

Account Director: Stephanie Leonard

Account Manager: Ciara Burke

Production Company: Friend London

Directors: Tim Main & Joe Dixon

Production Company Producer: Richard Fenton

Director of Photography: Denzil Armour Brown

Production Designer: Mark Connell

Production Manager: Duncan Bernard

Facility Production Company: Nordic Productions

Facility Producer: Greta Kleinė

Editing: Sam Jones @ Cut and Run

Post-Production: Big Buoy

Flame Artist: Jim Allen

Post Producer: Barny Wright

Sound Studio: Jungle Studios
Sound Design: Jim Griffin
Sound Design Assistant: Nathan Kiff

Media Agency: Mindshare

Media Planner(s): Mark Baschnonga & Jenny Dolan

Social & Content Agency: AllTogetherNow

Managing Director: Steve Parker

Associate Director: Jason Andrews

Brand: Argos

Client Management: Dan Elton, Nicki Brown & Becky Desert