The IKEA Human Catalogue
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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.