Ikea: advert-body-1 by BBH Singapore

Ikea has opted for a more left field way of launching its catalogue in Singapore, Malaysia and Thailand, enlisting two-time world memory champion Yanjaa Wintersoul to try and recall the entire publication.

The campaign, created by BBH, will focus on a Facebook live challenge on 6 September in which people will be able to test Wintersoul on the latest catalogue content.

Wintersoul is currently living in Sweden but has lived in both Asia and Africa, linking the campaign geographically to Ikea’s Swedish routes.

A teaser video of the current #1 highest-ranked female memory champion of the World being tested by Ikea staff is being seeded across social media, to build up awareness of the live test.