To mark 50 years of bringing Swedish design to Australian homes, IKEA Australia has unveiled a new 360-degree brand campaign titled “Just the Start”. Launched with agency Havas Host, the campaign taps into the everyday moments that shape life Down Under — from moving day chaos to mates showing up with a ute — reminding Australians that IKEA has been, and will continue to be, part of the journey.
Since opening its first store in St Leonards, Sydney in 1975, IKEA has become an icon in Australia’s flatpack-loving culture. With this new campaign, the brand reflects on its legacy while looking ahead to the next 50 years of innovation and connection.
Airing from May 18, the campaign’s TV spot captures uniquely Australian moments: busted thongs, shared moves, art deco streetscapes, and friends coming together. “It’s an ode to the beautiful chaos of life, where friendship turns stress into stories,” said Kirsten Hasler, Head of Marketing & Insights at IKEA Australia.
The campaign spans TV, BVOD, SVOD, YouTube, cinema, paid social, outdoor and earned media, embracing local culture with global brand consistency. “We built this campaign around the idea of Australianness,” Hasler added. “It’s unmistakably Aussie, and yet unmistakably IKEA.”
Among the headline-grabbing activations is the release of FLIP FLÖPS — the world’s first flat-packed thongs, a cheeky nod to both Australian beach culture and IKEA’s flatpack identity. Offered as a hyper-limited-edition giveaway, the thongs come with an illustrated manual and a three-step assembly process. The first to receive them? IKEA employees across the country.
“We wanted to bring that signature IKEA ‘twinkle in the eye’ to this celebration,” said Patricia Routledge, Head of Communications at IKEA Australia. “The FLIP FLÖPS are a fun way to say thank you to Australians for welcoming us into their homes for half a century.”
The celebration also includes 50% off the iconic POÄNG armchair — owned by 1 in 10 Australians — and 50-cent Swedish hot dogs in stores during IKEA’s birthday weekend, May 31 to June 1.
Olly Taylor, Chief Strategy Officer at Havas Host, called the campaign “an ode to mateship”, while Kirsty Hunter of Mindshare Australia noted its power in deepening long-term brand love: “We’re proud to help celebrate a milestone that reflects the role IKEA plays in people’s lives.”
As the campaign’s tagline suggests, this is “Just the Start.” After 50 years of furniture, meatballs, and flatpacks, IKEA is reinforcing its place in Australia’s cultural fabric — with a wink, a sandal, and a promise to stick around for every chapter to come.
