Weekend Watch: Ikea Singapore shows off a human catalogue

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

Sep 01, 2017 05:53:00 AM | Video | Campaign Staff

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)