Argos wanted us to drive consideration and propensity to purchase at Christmas – one of the most competitive times in the retail calendar.

As always, we started with the audience, and our data confirmed a common issue. At Christmas, space is never at more of a premium; with friends and family often all descending at once.

So, we did a little research to quantify the problem and found that 84% of Brits would rather sit on the floor than give up their precious tree. This provided us with a passion point to springboard from.

Tucked away in the brand’s Christmas stock, we discovered the ‘half tree’. Cut down the middle and sat flush against the wall – perfect for small spaces, and a relatable solution for our audience.

We bought it to life by shooting it on a London narrowboat and released the images with our research.

Outstanding blanket coverage (even if we do say so ourselves). Over 45 pieces across national, regional and broadcast outlets.

Highlights included Daily Mail (twice!), The Times, Guardian, The I, The Sun, Heart Breakfast Show, This Morning (twice!) and several regional BBC Radio stations, with one write-up calling it “the tree that has sent the internet into a frenzy”.