# Film-Inspired Furniture Campaigns IKEA Australia Wicker Campaign References Viral Film Memes By Amy Duong | Published 2026-08-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ikea-australia-wicker References: [instagram](https://www.instagram.com/p/DbsJsBzmN3V/)  The [IKEA Australia](https://www.trendhunter.com/trends/ikea-australia-1) Wicker campaign taps into the online buzz surrounding the upcoming film Wicker with a playful social media post centered on the brand's TOLKNING [handmade rattan bench](https://www.trendhunter.com/trends/whispers-of-the-wildwood). Captioned "Made from husband material. If you know, you know," the campaign references Alexander Skarsgård's role as a husband handcrafted from wicker in the film. The post was later reshared by distributor [Black Bear Pictures](https://www.trendhunter.com/trends/canadian-golf), further connecting the furniture retailer to one of the internet's most talked-about movie moments. Based on Ursula Wills-Jones' novel The Wicker Husband, Wicker stars Olivia Colman, Peter Dinklage and Alexander Skarsgård. The film follows a village outsider who commissions the creation of her ideal husband, brought to life through an intricate wicker suit developed by Wētā Workshop that preserves the actor's facial performance. Image Credit: IKEA Australia ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 62% | Activity: 61% | Freshness: 90% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Meme-responsive Retail:** Retail brands are increasingly aligning product messaging with viral entertainment moments, creating room for faster cultural relevance and low-cost audience amplification. - **Fictional Product Tie-ins:** Movie narratives that feature recognizable objects or materials offer new pathways for brands to turn everyday goods into timely pop culture touchpoints. - **Craft Material Storytelling:** Handmade and natural materials such as rattan gain fresh commercial appeal when framed through humor, fantasy and cinematic worldbuilding. ### Industries Being Reshaped - **Furniture:** Furniture companies can differentiate familiar product lines by connecting design attributes to trending media references and social conversation. - **Entertainment Marketing:** Film distributors benefit from brand-adjacent meme participation that extends story worlds beyond trailers and into consumer-facing categories. - **Social Media Advertising:** Platform-native campaigns built around niche jokes and shared fandom cues create new value for brands seeking organic engagement around cultural events. ## Related on Trend Hunter - [Denim Fashion Campaigns](https://www.trendhunter.com/trends/always-denim.md) - [Cinematic Film-Anchored Footwear Platforms](https://www.trendhunter.com/trends/it-always-will-be-foot-locker.md) - [Agentic Campaign Co-Pilots](https://www.trendhunter.com/trends/AI-powered-campaign-agent.md) - [Airport Grocery Pop-Ups](https://www.trendhunter.com/trends/back-from-holiday-shop.md) - [Philanthropic Back-To-School Initiatives](https://www.trendhunter.com/trends/california-credit-union.md) - [Anniversary Quake Expansions](https://www.trendhunter.com/trends/quake-dawn-of-the-machine.md) - [CBC-Focused Educational Campaigns](https://www.trendhunter.com/trends/cbc-cannabinoid.md) - [Customizable Coffee Ordering Apps](https://www.trendhunter.com/trends/drink-combinations.md) - [Free Frozen Refreshment Campaigns](https://www.trendhunter.com/trends/national-icee-day.md)