Big win by BBH for Ikea Bookbook, Latest Singapore News - The New Paper

Big win by BBH for Ikea Bookbook

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Intuitive. Tactile. Revolutionary.

The tagline for Swedish furniture store Ikea's 2015 catalogue could well have been the winning formula for the advertising agency behind the viral campaign.

Yesterday, ad agency Bartle Bogle Hegarty (BBH)'s creation won big at the SPH iink Awards 2015.

The campaign spoofed tech giant's Apple's ads, by singing the praises of a printed catalogue cheekily known as the Bookbook (above) and comparing it to a tech gadget.

The ad was viewed more than 17 million times on YouTube.

The "IKEA Bookbook" campaign won gold in three main categories. The campaign also won the much coveted Grand Prix award, which saw BBH bagging a cash prize of $8,000.

The New Paper's Creative Department picked up a silver in the Print Classified/Recruitment/Notice Category for its illustration, Enabling Inmates To Start Life Anew.

The collaboration with SPH Classified Marketing, was for the Singapore Prison Service.

Organised by Singapore Press Holdings (SPH), the awards were presented at the SPH iink Awards Celebration Night yesterday at Raffles City Convention Centre before more than 300 guests from the advertising industry.


SPH iink Awards, now into its 11th edition, is one of Singapore's biggest advertising awards. This year's edition, with the theme "Inspiration comes when you least expect it", saw 62 finalists submitting 410 entries across 12 categories.

BBH won the title of iink Creative Agency Of The Year, while OMD Singapore was named iink Media Agency Of The Year.

Ms Elsie Chua, executive vice-president and head, marketing division at SPH, said: "On a daily basis, readers of SPH's newspapers and other media platforms get to enjoy many memorable advertisements by Singapore's creative talents. These ads are the result of a successful relationship between the client and the creative team as well as the media agency.

"The IKEA BookBook campaign is one successful case that delighted and brought a smile to all who saw the ad."

The winner of the Readers' Choice Award was "Kick the Habit. Stop Problem Gambling" by the National Council on Problem Gambling.

This year's awards also focused on engaging future professionals through the LASALLE Creative Students' Challenge. The winning entry, titled "Always There For You", was conceptualised by Tan Yong Yu and Roxane Wee. The team won $3,000 cash and a trophy.