The most unexpected tech launch of the year.
We partnered with IKEA to launch the 2015 IKEA catalogue with a bold, tongue-in-cheek idea: instead of a digital product launch, we positioned the traditional print catalogue as the latest tech breakthrough — the “Bookbook.” In a humour-driven video crafted in the style of an Apple product reveal, we celebrated the simple yet powerful qualities of the catalogue — eternal battery life, zero load time, tactile touch interface — using playful techno jargon to turn analogue into “cutting-edge” tech. The campaign invited audiences to rediscover the joy of physical browsing in a digital age, and went viral across global media, generating millions of views and widespread buzz.