| Title | MEET YANJAA, THE IKEA HUMAN CATALOGUE |
| Brand | IKEA |
| Product / Service | IKEA CATALOGUE |
| Category | A01. Direction |
| Entrant | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
| Idea Creation | BBH Singapore, SINGAPORE |
| Production | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Joakim Borgström | BBH | Executive Creative Director |
| Nikhil Panjwani | BBH | Creative Director |
| Jon Loke | BBH | Art Director |
| Kooichi Chee | BBH | Art Director |
| Maurice Wee | BBH | Creative Team |
| Yashanti Yap | BBH | Creative Team |
| Bae Soo Yeon | BBH | Creative Team |
| Zac Ong | BBH | Creative Team |
| Anastasia Serdukova | BBH | Creative Team |
| Emily Rosen | BBH | Creative Team |
| James Sowden | BBH | Head of Planning |
| Jade Cheng | BBH | Associate Account Director |
| Abbas Zafar | BBH | Account Manager |
| Josie Khng | BBH | Senior Social Strategist |
| Nurul Maideen | BBH | Community Manager |
| Daphne Ng | BBH | Agency Executive Producer |
| Chris Salonga | BBH | Creative Team |
| Peggy Goh | Freeflow Productions | Head of Director |
| Abdul Malek Raml | Freeflow Productions | Producer |
| Shereen Ibrahim | Freeflow Productions | Producer |
| Chuck Tham | Freeflow Productions | Director of Photography |
| Jowell Tan | Freeflow Post Production | Editor |
| Ashvin Segar | Freeflow Post Production | Editor |
| Royston Van Huizen | Freeflow Post Production | Colourist |
| Cara Suplido Tan | Freeflow Post Production | Post Producer |
| Karen | Song Zu | Audio House |
We get Yanjaa, who is the current Swedish-Mongolian double world-record memory champion, a public speaker, and a polygot to memorise the 2018 IKEA Catalogue. All 328 pages of it. She is now known as 'IKEA's Human Catalogue'.
Yanjaa is really good at what she does. I mean, she's a memory champion! So our challenge was not to make sure she didn't fail, but to think of ways to make sure our videos did not look staged or fabricated because she was going to ace everything. And indeed, she aced it! She answered every question asked and even provided additional information! Luckily, the team was well prepared. We put her through not one, not two, but a full series of tests. From IKEA employees, to customers in store, to the IKEA Global Catalogue Lead. With all these tests put into the videos, accompanied by multi-cam coverage of the tests, we were able to showcase the authenticity of The IKEA Human Catalogue.