IKEA’s clever and humorous video touting the power of a good old-fashioned print catalog generated more than 7.7 million online views in less than a week and caught the attention of the Graphic Arts Show Company (GASC) Positively Print judges to win the 2014 award.
“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, which took place immediately prior to the opening of Graph Expo 14 and the co-located CPP EXPO, September 28 - October 1, 2014.
In the video, the narrator explains that this device will “change the way we live.” It is not a digital book or an e-book but a Bookbook with eternal battery life and pre-installed content. This “simple and intuitive” device has no cables and no loading lag time, just 328 high-definition full-color pages and navigation based on “tactile touch technology that you can actually feel.”
This is the fifth year for the Positively Print award which acknowledges an organization that promotes print.
