Stepping up to carry the other end of the sofa, reading the instructions, passing the Allen key, coming through with the ute or simply offering some moral support. We’ve all been there. For 50 years in Australia, IKEA has been there at the start for so many who have embraced Swedish design with some Aussie fortitude. And they’re just getting started.

This is a love letter from IKEA to the many Aussies - thank you for being a mate. A celebration campaign for the ages. An incredible opportunity to showcase not just 50 years of IKEA icons, but 50 years of Australia. From local artist Hockey Dad’s lead vocalist Zach Stephenson covering Andrew Gold’s “Thank You For Being A Friend” as our soundtrack, to the rich red brick of post-war suburbia, the busted plugger and the blowfly, this campaign pays homage to the characters and icons of half a century of Aussie mates helping each other IKEA.

A full 360ª campaign featuring film, outdoor, social, PR, in-store and web assets, not to mention debuting a world-first audio logo for a globally loved household name.

Production company: Rabbit
Director: Dylan River
Photography: Alexandrena Parker