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
The rise and rise of the influencer
Premium
12 hours ago

The rise and rise of the influencer

A study by the InterPublic Group in association with FCB Cogito consulting is a reminder that authenticity is the principal root of healthy brand-consumer relationships.

Premium
WARC Media Awards 2017: Mediacom India earns 'Effective Channel Integration' shortlist
Premium
17 hours ago

WARC Media Awards 2017: Mediacom India earns ...

Lone entry from India in the category to have made the cut

Premium
Weekend Watch: Pornhub takes to sex toys for song
Premium
21 hours ago

Weekend Watch: Pornhub takes to sex toys for song

Watch the film conceptualised by Officer & Gentleman here

Premium
Weekend Laugh: Producer's Diary by Dalbir Singh
Premium
22 hours ago

Weekend Laugh: Producer's Diary by Dalbir Singh

Kiss films' co-founder and managing partner continues with his sketches for Campaign India