Ikea Australia has turned an unlikely internet obsession into a social media hit after Havas spotted an opportunity to insert the furniture giant into the online conversation around a ruggedly handsome man made of wicker. But it was a scene in the trailer in which the wicker man attempts to fix a broken bed that prompted McCann’s lightbulb moment: bed, furniture, Ikea. They eventually landed on “made from husband material” – a line simple enough to work for people familiar with the Wicker trailer, while also giving those who were not a reason to look twice. The speed was made possible by a relationship between Ikea and Havas that Falconer said gives the agency “space” to identify and act on cultural moments. “It has to be the right brand with the right cultural moment, the right personality, and the right time.”