Wondrous power of print – Ikea’s “bookbook” TVC


By Tim Nudd

BBH invites you to rediscover “the original touch interface.”

Is print really dying? Not according to Ikea, which has good reason to still believe in dead trees. After all, the company prints around 200 million copies of its catalog every year in 27 languages for 38 countries. That’s more than twice the number of bibles produced in a given year.

But is a print catalog too low-fi for the high-tech age? Again, not according to Ikea, which just rolled out this amusing promo for the 2015 catalog, slyly suggesting that print is actually a wondrous technology that equals—nah, exceeds—the power of digital media.

The well-written campaign, by BBH Asia Pacific, invites you to “experience the power of a book” and rediscover “the original touch interface.” Amazing features include “eternal battery life” and pages that “load instantly, with zero lag.” As the charmingly goofy on-screen narrator says: “It’s not a digital book, or an e-book. It’s a bookbook™.”

I’m sure the concept has been done before. But it’s done well here. Check it out below or click on the link:

http://youtu.be/MOXQo7nUR

The gag extends to the press release, in which BBH creative director Tinus Strydom raves: “To be given the opportunity to launch such an innovative content delivery system is a once in a career opportunity.”

Adds regional Ikea marketing manager Yeong Tze Kuen: “Like we say in the campaign, at Ikea we feel that technology that is this life-enhancing should be in the hands of everyone. We invite you to download one from your mailbox. The one you open with a key. Or you can upload yourself to the Ikea store and find one there.”

The campaign will run in Singapore and Malaysia using newspaper, outdoor, radio and cinema ads, and an animated microsite.

CREDITS
Client: Ikea
Agency: BBH Asia Pacific
Creative Directors: Tinus Strydom, Maurice Wee
Executive Creative Director: Scott McClelland
Art Director: Germaine Chen
Head of Planning: James Sowden
Business Director: Jun Shea
Project Director: Lesley Chelvan
Account Manager: Manavi Sharma
Account Executive: Cheryl Cheong
Social Strategist: Josie Khng
TV Producer: Daphne Ng
Print Producers: Brell Chen, Lesley Chelvan
Digital Producers: Phil Dabrowski, Chris Salonga
Director: Carlos Canal
Production Company: Freeflow Productions
Photographer: Eric Seow, Nemesis Pictures
Photography Producer: Jasmine H
Microsite Developers: Construct Digital

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