Matthew Miller
Sep 5, 2014

Ikea and BBH give catalogue launch a high-tech sheen

SINGAPORE - With BBH Asia Pacific as accomplice, Ikea spoofs Apple packaging and advertising in the launch campaign for its 2015 catalogue.

Client: Ikea

Agency: BBH Asia Pacific

Market: Singapore and Malaysia

Campaign scope: Print, outdoor, radio, cinema, animated microsite and demo video (above)

Hook: Wrapping the annual catalogue launch in the trappings of a high-tech product, complete with Apple-inspired box, a quick-start guide (see pictures below) and lots of wink-wink-nudge-nudge references to things like "eternal" battery life and pages that load at literally the speed of light. 

Press release quotes: Tinus Strydom, creative director, BBH Asia Pacific: “To be given the opportunity to launch such an innovative content delivery system is a once in a career opportunity.”

Yeong Tze Kuen, regional marketing manager, Ikano Retail Asia: “We invite you to download one from your mailbox. The one you open with a key. Or you can upload yourself to the IKEA store and find one there.”

Comments: The amusing gag has propelled the campaign to international coverage. And as journalists who spend at least some of their time on print, we agree the advantages of a "bookbook" are often undervalued. However, according to one curmudgeon here, "It's still a %&^[email protected]! catalog."


Creative Directors - Tinus Strydom & Maurice Wee
ECD - Scott Mcclelland
Art Director - Germaine Chen
Head of Planning - James Sowden
Business Director - Jun Shea
Project Director - Lesley Chelvan
Account Manager - Manavi Sharma
Account Executive - Cheryl Cheong
Social Strategist - Josie Khng
TV Producer - Daphne Ng
Print Producer – Brell Chen/Lesley Chelvan
Digital Producer – Phil Dabrowski/Chris Salonga
Director - Carlos Canal
Production Company - Freeflow Productions Pte Ltd
Photographer Eric Seow / Nemesis Pictures
Photography Producer Jasmine H
Microsite Developers – Construct Digital



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