The Drum Awards Festival - Digital Advertising

-d -h -min -sec

Marketing Brand Purpose Brand Strategy

Ads of the Week: Peanut reframes female healthcare and Ikea releases seedballs


By Amy Houston | Senior Reporter

May 4, 2022 | 5 min read

Every Wednesday, The Drum picks the top global campaigns from our Creative Works.


Peanut’s ‘Reframing Revolution’ billboard campaign / Peanut

This week, the online community Peanut released a gallery of illustrations that aims to accurately represent the diversity of women and their bodies within the medical field, retail giant Ikea partnered with WWF for its Swedish Seedballs campaign and Erdinger welcomed Liverpool manager Jürgen Klopp back as its brand ambassador.

To be in with a chance of being featured, submit your work here.

Peanut: Reframing Revolution by Peanut


Peanut’s campaign drives home the message that women have historically been misrepresented in healthcare, typically being portrayed as white, slim, hairless, young and able-bodied. However, the reality is there is no ‘normal’ when it comes to body types. The online community addressed real-life experiences in the images, which include bruising from IVF injections, C-section scarring and jaundice in babies of different ethnicities.

Vote for the work here

Ikea: Swedish Seedballs by Robert/Boisen & Like-minded

Ikea and WWF Denmark teamed up to create a new version of the furniture chain’s iconic snack, made out of soil, clay and wildflower seeds. But rather than chowing them down, they are encouraging people to take the balls home and throw them into their garden or balcony.

Vote for the work here

Erdinger: Don’t Forget The Best Bit by MediaCom

Liverpool FC manager Jürgen Klopp returned as Erdinger Weissbräu’s brand ambassador in a new spot for the brewery’s ‘Never Skim an Erdinger’ campaign.

Vote for the work here

Heineken: The Greatest Goal by Heineken

Dutch brewer Heineken unveiled its plans to tackle gender discrimination within football in a series of ads and a brand-new website.

Vote for the work here

H&M: Wear That Feeling by B-Reel Stockholm

H&M tapped SNL comedian Pete Davidson for a new campaign targeting ‘the everyman’ as the retail giant looks to gain a stronger foothold in the male fashion market.

Vote for the work here

Montblanc: What Moves You, Makes You by Wieden+Kennedy

Montblanc partnered with Nepalese mountaineer and star of Netflix’s 14 Peaks: Nothing is Impossible documentary Nimsdai Purja for the latest installment of its ‘What Moves You, Makes You’ campaign.

Vote for the work here

Ford: What’s In The Frunk by Wieden + Kennedy

American automaker Ford tapped the culinary creators at Ghetto Gastro and tattoo artist Suro Shinn, plus musicians Imani Lauren and Kaelin Ellis, to bring their unique talents to Ford front trunks, or frunks, to showcase the electric power and additional space they supply.

Vote for the work here

EETech: The Novel Bed Project by Cheil WW India

Eco Eclectic Technologies (EETech) turned Covid-19 pandemic waste material from face masks and PPE into hospital beds in India.

Vote for the work here

Interested in creative campaigns? Check out our Ad of the Day section and sign up to our Ads of the Week newsletter so you don’t miss a story.

Marketing Brand Purpose Brand Strategy

More from Marketing

View all


Industry insights

View all
Add your own content +