BBH Singapore creates the 2018 IKEA unforgettable human catalogue featuring Mongolian memory champion Yanjaa Wintersoul

IKEA 2018.jpgThis year, the 2018 IKEA Catalogue is  truly unforgettable.

Yanjaa Wintersoul is the 23 year old two-time world memory champion, who has learned every detail of the 2018 IKEA Catalogue - all 328 pages of it. And she did it in just one week.

Pick any random page from the 2018 IKEA Catalogue and Wintersoul can recite almost every infinite detail - from a child's drawing stuck on a far corner of a room's fridge on page 21, to the types of books sitting inside a glass BRIMNES Cabinet on page 132.

IKEA 2018 2.jpgIKEA 2018 4.jpgIKEA 2018 3.jpgAnd if you don't believe her, you can test or witness her in action on a Facebook Live event on September 6th 2017 at 5PM Singapore.

Wintersoul is the face of IKEA's 2018 Catalogue launch for the Singapore, Malaysia and Thailand markets. She is currently the world's highest ranking female memory champion and the 2018 IKEA Catalogue is the largest volume of detail she has been challenged to memorise.

Created by BBH Singapore, the 2018 IKEA Catalogue launches with a series of content films, digital and social activities, print and out of home.

The IKEA Human Catalogue Test Film takes you on a journey of how IKEA auditioned and tested Wintersoul's extraordinary skills.

The annual IKEA Catalogue is IKEA's main marketing communications tool and is anticipated the world over. The catalogue is in its 66th year.

The 2018 IKEA Catalogue theme is to 'Make room for life' allowing everyone to easily make their dream home come true.

The 2018 IKEA Catalogue showcases over 400 new products including a series of collaborations with world famous designers such as British designer Tom Dixon and Danish design house Hay, plus 100 products at lower prices to last year.

Nikhil Panjwani, Creative Director, BBH Singapore said, "I'm forgetting the details, but I vaguely remember this idea being born in a workshop somewhere. I have a fleeting memory of the meeting room where our amazing client took a giant leap of faith and gave us a go-ahead. I faintly recollect telling someone that even if we had hired the best talent scout in Hollywood, we wouldn't have been able to find someone as amazing and charismatic as Yanjaa."

Mike King, IKEA South East Asia Retail Director added, "The iconic IKEA Catalogue is something we are very proud of. Each year we celebrate its launch as we believe it is the go - to home furnishing inspiration for many people and it has been that way for years. This year we are very proud of the fun we are having with BBH and Yanjaa, further strengthening the link between people and home furnishings. After all, inspiring and challenging people to relook at their homes has been the main purpose of the IKEA Catalogue for all these years."

Credits -
Executive Creative Director: Joakim Borgstrom
Creative Director: Nikhil Panjwani, Joakim Borgstrom
Art Director: Jon Loke, Kooichi Chee
Writer: Nikhil Panjwani
Creative team: Maurice Wee, Yashanti Yap, Bae Soo Yeon, Zac Ong, Anastasia Serdukova, Emily Rosen
Head of Planning: James Sowden
Associate Account Director: Jade Cheng
Account Manager: Abbas Zafar
Senior Social Strategist: Josie Khng
Community Manager: Nurul Maideen
Executive Producer: Daphne Ng
Digital Producer: Chris Salonga, Zac Ong
Director: Peggy Goh
Studio: Eva Loo
Production Company: Freeflow Productions


Like! said:

Good solid work from BBH and ikea.
Great fun and effective. Well done.

Tom said:

Yes, this is great fun and engaging. Well done BBH.

Any credits?

Izzit? said:

Strange logic…and a very lame link to bolster the claim of "unforgettable".

Thanks to the editing and presentation, we don't know if she really memorised the catalog or not….so most likely a setup.

Ikea catalog is about transformation…..not about being unforgettable….that's made up fanciful nonsense.

Make room for flaws said:

This and their previous efforts are indeed far fetched and flawed. All this fuss to simply announce that the new IKEA catalogue is out? This about memorizing every detail is an exact opposite to the 'make room for life' theme doesn't it?

Thanks for adding the credits said:

Nice job John, Kooichi and Nikhil.
@Izzit? and @Make room for flaws you are both reading too much into this. This is great awareness for Ikea on the catalogue that comes out once a year. Every year.
It's all about making people aware to look out for it. And on this job it does it well.

michael said:

More novelty campaigns from BBH. What a painful spiral this agency has gone down in Asia. Yes, it grabs attention but tells me nothing about why I should shop at IKEA

Painful spiral? said:

BBH has been poor creatively for many years but they have improved over past few years. I agree with @Like!. This IKEA effort may not be Nike Stadium but it's still good and brings positive attention to the catalogue release. Once consumers get their hands on the catalogue they have plenty of reasons to shop at IKEA.

Have there been any better campaigns for Singapore clients this year? I can't think of any.

Who? said:

Who am I meant to remember. Yanjaa's talent, or whatever brand is being advertised? It's the former right?

Your other client said:

@the credits There is nothing wrong with people reading too much into it, this is a creative trade magazine. Assuming many of us works in this industry, relevant criticism makes it better. Your mentality is why mediocrity became a norm.

Junk mail said:

What's the point of generating awareness when the catalogue dropped into the homes of more than half of Singapore homes.

michael said:

@painfulspiral: "Have there been any better campaigns for Singapore clients this year? I can't think of any."

And there folks is the bell tolling for creativity in Singapore.

Jeff said:


the children's anti-obesity work from mccann health this month was streets ahead of this…..simple, relevant idea, appropriately executed. best stuff Ive seen all year but more good work is needed.

Ikea's best work used to come from Y&R….in the pre-historic era. No one really seems to have cracked the internet now…films work best on the net and yet, they take a lot of resources to put together….cheapskate singapore clients cant afford the investment since it must be cheap fast and good for them always.

Johnny said:

@ Best of.... is a review by an unknown good enough to justify this as world class piece?

@ Jeff... so you used to work in Y&R but now working in mccann health? None of what you plugged were any good either.

This IKEA work isn't bad, it's quite good. But not as great as many made it out to be.

@jeff said:

I agree.
The best IKEA work was during the 90s by Y&R.
Too bad these ads were pre-internet and are found only in award books.

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