# Unforgettable Catalog Campaigns IKEA Singapore Tapped Yanjaa Wintersoul to Be Its 'Human Catalog' By Laura McQuarrie | Published 2017-09-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/human-catalog References: [adeevee](http://www.adeevee.com/2017/08/ikea-meet-the-2018-ikea-human-catalog-film-online/) & [facebook](https://www.facebook.com/IKEA-149416835100915/) Yanjaa Wintersoul is a 23-year-old award-winning Memory Champion and the star of the 'The Unforgettable 2018 IKEA Human Catalog' campaign. In just a week, Wintersoul committed the entire contents of the 2018 IKEA catalog to memory—all 328 pages of it. In a video from [IKEA Singapore](https://www.trendhunter.com/trends/invsbal), Wintersoul is asked to describe the contents of certain pages, call out minute details and is asked to recall "someone in the catalog [who] needs to go to the eye doctor." After amazing IKEA employees with her incredible memory for the campaign video, Wintersoul is set to go on [Facebook](https://www.trendhunter.com/trends/hardees-show-us-your-meemaws) Live so that fans may ask her their own questions and quiz her on every detail of the unforgettable catalog's contents. As well as featuring an extended video on [YouTube](https://www.trendhunter.com/trends/creatorbacked-wellness-brands), IKEA Singapore will also be sharing films telling of how it found and collaborated with Wintersoul. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 19% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Catalog Campaigns:** Opportunity for brands to create memorable and engaging catalog campaigns using innovative approaches. - **Memory Champions:** Opportunity for brands to partner with memory champions to showcase the effectiveness and memorability of their products or services. - **Interactive Marketing:** Opportunity for brands to engage with their audience through interactive marketing campaigns that involve quizzes and live Q&A sessions. ### Where This Applies - **Retail:** Opportunity for retail brands to create immersive and memorable catalog campaigns that stand out in a competitive market. - **Marketing:** Opportunity for marketing agencies to collaborate with memory champions to create unique and compelling campaigns for their clients. - **Entertainment:** Opportunity for entertainment companies to leverage the talents of memory champions to captivate and entertain their audience. ## Related on Trend Hunter - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md) - [Humanizing Furniture Catalogs](https://www.trendhunter.com/trends/ikea-life-collection.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Second-Hand Home Goods Catalogs](https://www.trendhunter.com/trends/the-ikijijia-catalogue.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md)