Ad Nut
Aug 30, 2017

Ikea Singapore shows off a human catalogue

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

Few things in life cause Ad Nut's jaw to drop open (except for particularly juicy acorns). Enter the video above, by BBH Asia Pacific for Ikea Singapoe.

You're looking at 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 September 6 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.

Ad Nut may someday need a memory champion to assist on recalling nut burial locations. Sure, squirrels have a natural aptitude for this, but to be honest, it's getting tougher year by year.

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

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