Ikea 'bookbook' ad wins big at SPH iink Awards

Ikea's ad for its furniture catalogue last year featured the "bookbook", and appeared to spoof an ad for Apple's ultra-thin Macbook.
Ikea's ad for its furniture catalogue last year featured the "bookbook", and appeared to spoof an ad for Apple's ultra-thin Macbook.PHOTO: BARTLE BOGLE HEGARTY

An advertising campaign for Ikea's furniture catalogue that went viral on the Internet when it was released last year won in several categories at last night's SPH iink Awards.

Creative agency Bartle Bogle Hegarty (BBH) won four awards for the advertisements, which featured Ikea's "bookbook" and appeared to spoof an ad for tech giant Apple's ultra-thin Macbook laptops.

Organised by Singapore Press Holdings (SPH) and held at the Raffles City Convention Centre, the SPH iink Awards, which is now in its 11th year, saw 62 finalists submitting 410 entries across 12 categories.

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

The winning advertisers from the Print and Integrated categories will each receive a full-page ad space in either The Straits Times or Lianhe Zaobao. Winners in the digital, radio and outdoor ad categories will receive media credits, airtime and digital airtime respectively.

The National Council on Problem Gambling took home the Readers' Choice Award for its ad, "Kick the Habit. Stop Problem Gambling".

Ms Elsie Chua, executive vice-president and head of SPH's marketing division, said: "As Asia's leading media company, we are delighted to have shone the spotlight on so many deserving talents over the years, and spurred the creative industry to greater heights through the SPH iink Awards."

Melissa Lin

A version of this article appeared in the print edition of The Straits Times on August 01, 2015, with the headline 'Ikea 'bookbook' ad wins big at SPH iink Awards'. Print Edition | Subscribe