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WATCH IKEA hilariously position its print catalogue as a tech device

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IKEA has launched a new ad campaign to counter the notion of the print medium dying. In a latest spot to promote its 2015 catalogue, IKEA positions its book in a way tech devices have often been promoted."It's not a digital book, or an e-book. It's a book book," said the on screen character. The campaign also asks users to "experience the power of a book" as it has "eternal battery life" and its pages "load instantly, with zero lag."In a press statement, the company said:“In a world where devices have largely replaced books, it’s harder to get excited about a printed catalogue. So for the 2015 edition, BBH Asia Pacific set out to launch the IKEA Catalogue in the manner usually reserved for much-anticipated tech devices.”The campaign will run in Singapore and Malaysia using the full range of media, from full page newspaper ads to 6-sheet outdoor, radio and cinema, to a sleek 3D animated microsite.Yeong Tze Kuen, regional marketing manager, Ikano Retail Asia said:“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.”Watch the campaign below:http://youtu.be/MOXQo7nURs0Credits:Agency: BBH Asia PacificCreative Directors - Tinus Strydom & Maurice WeeECD - Scott McclellandArt Director - Germaine ChenHead of Planning - James SowdenBusiness Director - Jun SheaProject Director - Lesley ChelvanAccount Manager - Manavi SharmaAccount Executive - Cheryl CheongSocial Strategist - Josie KhngTV Producer - Daphne NgPrint Producer – Brell Chen/Lesley ChelvanDigital Producer – Phil Dabrowski/Chris SalongaDirector - Carlos CanalProduction Company - Freeflow Productions Pte LtdPhotographer Eric Seow / Nemesis PicturesPhotography Producer Jasmine HMicrosite Developers – Construct Digital

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