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Woman Memorises All 328 Pages of an IKEA Catalogue in Astonishing Campaign

Meet memory champion Yanjaa Wintersoul, the Human Catalogue, in new film from BBH Singapore

Woman Memorises All 328 Pages of an IKEA Catalogue in Astonishing Campaign

Meet Yanjaa Wintersoul, the 23-yr-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 Yanjaa  can recite almost every 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.

And 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 time).

Yanjaa 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 launch begins this week 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 Yanjaa’s extraordinary skills.

Said Nikhil Panjwani, Creative Director, BBH Singapore: “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.”

Said Mike King, IKEA South East Asia Retail Director: “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 re-look at their homes has been the main purpose of the IKEA Catalogue for all these years.”

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Advertiser: IKEA Singapore

Creative Agency

Creative Agency: BBH Singapore

Category: Furniture , Home appliances

Genre: Stunts