The IKEA Linguist

Israelis can’t pronounce Ikea’s Swedish product names (neither can anyone else, for that matter), so to launch the Ikea catalog, we joined forces with a famous Hebrew linguist and invented unique Hebrew alternatives.
In the digital catalog, users discovered each product name accompanied by a short explanation of its origin and meaning narrated by our linguist.

We even replaced the price tags on all the products at Ikea stores to help spread the new words.

Cross-Media Campaign

The catalog was introduced in a cross-media campaign including television spots and social media ads.