Anyone with the slightest fondness for print walked a little taller and smiled, smiled, smiled after first seeing IKEA’s video for its latest catalog. Gently sending up all those Apple ads, they introduced us to their “BookBook,” and we’ve been using the phrase ever since. And this week, the campaign won the Graphic Arts Show Company’s (GASC) Positively Print Award at Graph Expo 2014.
“The IKEA spot is not only funny but also a great promotion for the power of print in today’s media mix,” said GASC President Ralph Nappi, who presented the award at the close of the 2014 Executive Outlook conference, right before the opening of Graph Expo. “The goal of the Positively Print program is to highlight examples of creative and effective print advocacy campaigns. We want to show companies involved in print that advocating for print is not only possible but also can be highly effective and, in this case, even extremely humorous.”
The video racked up an astonishing 7.7 million online views in less than a week.