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IKEA | Hej.

Neat. Pragmatic. The Swedish Way of Life.

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

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