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

Related Articles

Just Published

14 hours ago

Jjust Music sings an ode to isolated India, says ...

Watch the film produced by Cape of Good Films

14 hours ago

Weekend Watch: Kaun Banega, Kaun Banayega

Watch the initiative by The Times of India Group and The Dainik Bhaskar Group to combat fake news

15 hours ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India

1 day ago

Helo gets Rohan Mishra as head in India

Moves from Juul where he was heading Government relations