The &Partnership: Argos, The Book of Dreams

Honourable Mention: Advertising, Commercial

The Argos catalogue is synonymous with Christmas, when British children make a wish-list by circling all their desired gifts in the magazine. For many adults, it’s a tradition that dates back to their own childhoods. Last Christmas, Argos renamed its catalogue The Book of Dreams and created a film set to 80s Simple Minds hit, Don’t You Forget About Me.

In the ad, a father’s boyhood dreams come flooding back when he sees that his daughter has circled a drumkit in the Argos catalogue. The scene transforms and we see both dad (played by Omar Abidi) and daughter (played by nine-year-old drumming supremo Nandi Bushell) playing drums as their kitchen morphs into a stage set.

Agency: The& Partnership
CEO: Sarah Golding
ECDs: Yan Elliott, Micky Tudor
Creative Director: Danny Hunt
Creatives: Ludo Thomas, Arthur Harry
Head of Planning: Rebecca Munds
Senior Planner: Claire Carmichael
Managing Director: Gary Simmons
Account Director: Lucy Almond
Account Manager: Hannah Gray
Senior Producer: Andy Roberts
Producer: Alfie Glover-Short
Media Agency: PHD
Production Company: Stink Films
Director: Traktor
Producers: Traktor/Richard Ulfvengren, Icon Films/Millen Nickolov
Director of Photography: Joost van Gelder
Editor: Ryan Beck @ Final Cut
Production Designers: Nick Foley Oates/Eva Vento
Post Production: MPC
Colourist: Jean-Clement Soret
Shoot Supervisor: Kamen Markov
VFX Supervisor: Jake Nelson
Producer: Phil Whalley
Song: Don’t You (Forget About Me), Simple Minds
Music Supervision Company: Leland Music
Music Supervisor: Codie Childs
Music Arranger: Chris Hill
Drum Supervisor: Brad Webb
Sound Designer: Munzie Thind @ Grand Central


Milton Keynes