Swedes take pride in a modest, minimalistic, no-nonsense culture. These qualities also define IKEA's approach towards furniture design, to the delight of many.

Result? IKEA established an anchoring presence in a world of overwhelming choices.

This campaign presents "Swedish Practicality" as the antidote to an unfortunate side-effect of the laidback Aussie way of life: the under-appreciation of efficiency.

Cut the chat, get some quality furniture, go home, assemble. You're welcome.

Art Director – Lucy Serenity