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IKEA bookbook – An awesome way of presenting 2015 IKEA print catalogue!

Swedish furniture store – IKEA has launched a new ad campaign to counter the notion of the print medium dying. In a latest spot to promote its 2015 catalogue, IKEA positions its book in a way tech devices have often been promoted. It’s a “IKEA bookbook”!

Experience the power of a bookbook™

The “IKEA bookbook” video has gone viral with more than 8.6 million views.

Clearly spoofing Apple ads, the 2-minute video takes a swipe at Apple‘s notoriously over-the-top product commercials against a white backdrop with inspirational music playing shows IKEA’s “chief design guru” Jorgen Eghammer earnestly extolling the virtues of the catalogue.

IKEA bookbook - An awesome way of presenting 2015 print catalogue!

IKEA’s “chief design guru” Jorgen Eghammer

“Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar,” he says, mimicking Apple’s star product designer, Jonathan Ive. “Introducing the 2015 Ikea catalogue. It’s not a digital book or an e-book. It’s a book book.”

IKEA bookbook – an awesome print catalogue!

IKEA bookbook

He goes on to highlight the features of the “bookbook” – it’s “only 8mm thin”, “weights less than 400g”, “no cables, not even a power cable”, an “eternal” battery life, “no lag” and so on.

IKEA bookbook - An awesome way of presenting 2015 print catalogue!

IKEA bookbook – IKEA 2015 Catalogue

“It’s not a digital book, or an e-book. It’s a book book,” said the on screen character. The campaign also asks users to “experience the power of a book” as it has “eternal battery life” and its pages “load instantly, with zero lag.”

In a press statement, the company said:
“In a world where devices have largely replaced books, it’s harder to get excited about a printed catalogue. So for the 2015 edition, BBH Asia Pacific set out to launch the IKEA Catalogue in the manner usually reserved for much-anticipated tech devices.”

Visit the official website on the IKEA bookbook.



Author: Saimatkong

This blog is a platform to share what I love in life: food (eat), travel (play), photography (art) and life (thoughts and ideas). With passion for food, I share my foodie adventures and indulgences here. “There is no love sincerer than the love of food.”

Traveling makes us a better human being as we recognise the similarities and celebrate the differences of cultures between where we travel to and where we come from. “The World is a book, and those who do not travel read only a page.”

Photography do more than just capturing the best moments in our lives; they also help us tell our life stories. “Photography is a way of feeling, of touching, of loving. What you have caught on film is captured forever… it remembers little things, long after you have forgotten everything.”

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