Campaign Staff
Sep 01, 2017

Weekend Watch: Ikea Singapore shows off a human catalogue

The brand builds a spot around a world memory champion who has memorised its catalogue.

This video for Ikea Singapore conceptualised by BBH features Yanjaa Wintersoul, a 23-year-old who was born in Mongolia and lives in Austin, Texas.
 
She's a two-time world memory champion (which is a real thing) who has now learned the 2018 IKEA Catalogue.
 
And not just like, 'what product is on page 128', but a truly obessive level of detail about the book, which is 328 pages long. Oh yeah, and she learned it in a week.
 
The face of IKEA’s 2018 catalogue launch for the Singapore, Malaysia and Thailand markets, Wintersoul will be appearing on a Facebook Live event on 6 September at 5 pm Singapore. It'll be hard for Ikea and BBH to top the success of the 'bookbook' from a few years back (see "Ikea and BBH give catalogue launch a high-tech sheen"), but perhaps this has a chance.
 
(This article first appeared on www.CampaignAsia.com)
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Lowe Lintas bags the creative mandate for Scotch-Brite and Scotchgard
Premium
1 hour ago

Lowe Lintas bags the creative mandate for Scotch-Bri...

The account moves from Grey Worldwide, Bangalore.

Premium
Dentsu India bags Vieda's creative mandate
Premium
4 hours ago

Dentsu India bags Vieda's creative mandate

Account won post a multi-agency pitch

Premium
Interbrand Best Global Brands 2017: Apple, Google retain top two positions; Microsoft passes Coca-Cola at three
Premium
7 hours ago

Interbrand Best Global Brands 2017: Apple, Google ...

Facebook breaks into the top 10 for the first time

Premium
Priti Murthy to join OMD as CEO
Premium
9 hours ago

Priti Murthy to join OMD as CEO

The appointment follows consolidation of DDB Mudra Group's media business under OMD in late 2016.