Argos plugs launch of new A-List premium range with creator campaign set in fictional art gallery Arghaüs

Argos has launched a new fictional art gallery, Arghaüs, to promote the launch of The A-List - a monthly curated selection of top brands and must have products.

The retailer is presenting Arghaüs in a creator led mockumentary style social media series, promoting it as the leading destination for trend led, high quality products. This has been developed in partnership with Billion Dollar Boy.

Delivered with deadpan humour and contemporary art world satire, Arghaüs recasts everyday Argos products, such as coffee machines, air fryers, wireless headphones and electronic beauty tools, as high concept art pieces. From opening night chaos to catering meltdowns, the series reveals a behind the scenes look at the gallery’s dysfunctional team, portrayed by creators cast as actors in fictional roles.

Arghaüs series one launched on 17th June across TikTok, Instagram Reels and Stories. It includes four two minute long episodes  and social shorts shot by production studio, Studio Yes, with campaign creatives developed by Billion Dollar Boy and Kyle John-Shepherd.  

The latest episode, which launched on Friday 1st August, sees comedian and TV personality, Asim Chaudhury, play Achänlèy Chardonnay, a hapless visiting Workshop Facilitator. Series one culminates later this month with an episode featuring Em Walbank as Beatrix Healey, Reporter at Prodication Magazine.

Platformed by the creators’ combined following of 17.8 million and with paid media support led by PHD Media across TikTok and Instagram, the campaign has so far (episodes one to rwo) driven more than eight million impressions with 90% positive sentiment, and an 8-14% uplift on ‘top of mind’ brand awareness.

The episodes achieved an ‘Attention Score’ between 84-91% based on eye tracking data from Element Human, which tracks the number of users who kept eye contact with screen for the full duration of the video.

Hannah Bussell, Influencer Lead at Argos, comments: “Arghaüs is our most ambitious creator campaign to date in both scale and creative vision too. The campaign is our response to rising audience engagement with long form content. Through Arghaüs, we’ve elevated that format into a rich, episodic social series designed to captivate audiences as Argos continues to push the boundaries of how a retailer shows up in culture." 

“By working hand in hand with some of the most exciting creators and storytellers in the industry, we’ve built a campaign that feels distinctive and playfully premium - reflecting the bold personality of the Argos brand while showcasing our A-List range in a way that feels culturally relevant and creatively fresh."

“This is a campaign built for the platforms where audiences are most engaged, bringing fictional characters and high-concept humour to life across TikTok and Instagram, with a tailored strategy across both brand and creator channels. Our aim is to inspire, entertain and ultimately cement Argos as the destination for desirable products.”

Ed East, Global CEO and Co-founder at Billion Dollar Boy, says: “With Arghaüs, we set out to create something that feels distinctly different but still brand coded. The resulting campaign is Argos’s boldest yet."

“From playfully renaming the brand to embracing a satirical gallery format, the campaign reflects Argos’s willingness to experiment and a growing confidence in the potential of creator marketing, developed over a longstanding relationship with Billion Dollar Boy."

“The campaign taps into emerging content formats that audiences are actively choosing to spend time with character led, socially native, episodic storytelling. Blending a strong visual identity with a clear commercial focus, Arghaüs shows Billion Dollar Boy’s commitment to redefining what branded creator content can be: culturally relevant and creatively ambitious.”

2025 RTIH INNOVATION AWARDS

Social media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in April, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.