Just right

Sometimes advertising and communication ideas feel just right. Perfectly simple and hit exactly the right spot. No more, no less.

That is how I feel about the IKEA campaign The Lagom Collection from Proximity London. What's clever here is that it's not about products as much as ideas - ideas and inspiration being as much in the IKEA DNA as the unmistakeable product range. And of course, the Swedish concept of Lagom fits beautifully to the Swedish retailer. The simple executions reflect typical IKEA style and that quirky lateral thinking humour.

Finally, the message of reuse, recycle, repurpose couldn't be more spot-on for today, culturally. IKEA may have been responsible for the perpetration of a "throwaway" mentality in days of yore, and, yes, you could argue that this is another example of Homegrown Problem:Solution advertising.

But when something is done with such charm and aplomb, that would surely be churlish.