We partnered with IKEA to launch the 2018 catalogue in a truly unforgettable way. For this campaign, we challenged world memory champion Yanjaa Wintersoul to memorise all 328 pages of the catalogue in just one week — making her the first-ever “Human Catalogue.” To bring the idea to life, we produced a series of content films, digital and social activations and a live event where audiences could test her recall in real time, turning a traditional print launch into a standout brand moment.