The IKEA Human Catalogue
Award: Wood Pencil
Wood Pencil / Integrated / Earned Media/Large Business (over 500 employees) / 2018
An IKEA catalogue launch is not the most exciting event. So to generate excitement, the brand invited world-record holding memory athlete Yanjaa to memorise the 2018 edition in its entirety. Her challenge travelled to 127 countries earning $5.7 million in free media. On 6th Sep 2017, she was tested in front of a live audience on Facebook.
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