make yourself, at home


Brief:
Homes up and down the country have a problem.
They’re all starting to look the same.

People have forgotten what it is to express themselves in their own homes.
We’ve forgotten how to trust our own shopping instincts.
Instead, we play it safe - copy a look on Pinterest.
Copies of a copy, of a copy.

In fact, it’s gotten so bad that the UK’s official favourite sofa colour is now grey.
Grey!
Who’s favourite colour is grey?

So, Argos set out to inspire the UK and give everyone the confidence to express themselves in their
own homes, to properly make yourself, at home.

Idea:
A series inspired by classic home makeover shows, designed for a YouTube generation - Make yourself, at home
is a social campaign that sits at the intersection of tech, data, behavioural science and entertainment. Taking a
couple of normal Argos customers, we showed them what could happen if they trusted their heart over their heads,
if they listened to their shopping instincts.

This social-first campaign was designed to inspire and entertain, but also convert - we used the show to create
over 100 social assets that allowed viewers to watch, play, chat and ultimately shop - inspiring the UK choose
a sofa colour they truly LOVE!

Awarded:
BIMA - 🥇
The Drum Awards - Social Media: Retail - 🥇
The Drum Awards - Content: Retail - 🥇
The Drum Awards - Digital Industries: Content - 🥇
The Drum Awards - Digital Industries: Retail - 🥇
The Drum Awards - Social Media: Advertising - 🥈
DMA - Social Media - 🥉

Role: 
Creative Director.
Art - Sam Hinckley.
Copy - Chris Lawlor.

Director - Sunny Bahia.

Episode 1.

Episode 2.