This Woman Memorized Every Obscure Detail of the 328-Page Ikea Catalog

She Can Tell You What's on Page 17 (a Trumpet On a Shelf, a Statue Wearing Glasses and a Hemnes Bookcase)

By Angela Doland. Published on Aug 29, 2017

Editor's Pick

Yanjaa Wintersoul, a 23-year-old with cheerful purple hair, is a memory champion. That's an actual thing, with contests where people have to memorize as many digits, decks of cards, historic dates and random lists of words as they can in a short period of time. Ikea, the Swedish home furnishings retailer, gave Wintersoul a quirky challenge to help unveil its 2018 catalog: memorizing all the obscure details in the book's 328 pages.

How good is Wintersoul? Watch her above. Ask her what's stuck to the fridge in the background of the homey scene on page 21, and she remembers the details Ikea put there to lend authenticity to its furniture stagings (a baby sonogram, a child's drawing of an animal). Or ask her something even weirder, like whether anybody in the catalog needs to visit the eye doctor, and she remembers two scenes: a woman with her eyeglasses tucked into the pocket of a recliner (page 176) and a wall where a small doctor's eye chart is displayed along with other art (page 33).

Wintersoul is also brand-savvy, name-checking products like the Hemnes bookcase and the Muren recliner. And while she's the official face of the 2018 Ikea catalog launch for the Singapore, Malaysia and Thailand markets, it's safe to say this campaign will get traction beyond that.

Skeptical? Ikea and the agency behind the campaign, BBH Singapore, are organizing a Facebook Live event with Wintersoul on Sept. 6. Later this year, she's competing in the World Memory Championships in Indonesia. You can also check out her performance memorizing emojis on "Sweden's Got Talent." Wintersoul is Mongolian-born but grew up partly in Sweden, as well as Mongolia, Kenya and Japan.

The Swedish retailer often has a lot of fun with marketing the release of its 66-year-old print catalog. Three years ago, Ikea and BBH Singapore did a hilarious spoof of Apple marketing by pitching its low-tech print product in the manner of a digital device ("pages load instantly, with zero lag").

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Aug 29, 2017
BBH Singapore
Executive Creative Director:
Joakim Borgstrom
Creative Director:
Nikhil Panjwani
Creative Director:
Joakim Borgstrom
Art Director:
Jon Loke
Art Director:
Kooichi Chee
Nikhil Panjwani
Creative Team:
Maurice Wee
Creative Team:
Yashanti Yap
Creative Team:
Bae Soo Yeon
Creative Team:
Zac Ong
Creative Team:
Anastasia Serdukova
Creative Team:
Emily Rosen
Head of Planning:
James Sowden
Associate Director:
Jade Cheng
Account Manager:
Abbas Zafar
Senior Social Strategist:
Josie Khng
Community Manager:
Nurul Maideen
Executive Producer:
Daphne Ng
Digital Producer:
Chris Salonga
Digital Producer:
Zac Ong
Peggy Goh
Eva Loo
Production Company:
Freeflow Productions

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.