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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.
![_Photshop_ [-Confidential-].png](https://static.wixstatic.com/media/c5cb7e_99da7f3aea164d3cbd63349a8d69d402~mv2.png/v1/crop/x_19,y_16,w_519,h_477/fill/w_374,h_343,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/_Photshop_%20%5B-Confidential-%5D.png)
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
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