Magnum Ice Cream: True To Pleasure

Magnum ice cream today announced its latest collaboration and boldest campaign yet with international music sensation, creative and activist, Halsey. Magnum has always believed that a day without pleasure is a day lost and that we should all be able to pursue whatever it is that brings us happiness. While the barriers that exist cannot be ignored Magnum, in partnership with Halsey, wants to continue to inspire and encourage everyone to be true to themselves. A champion for creativity, Halsey has always believed that no one should be held back.
Agency: LOLA, Mullenlowe

Having broken down barriers across music, art and culture, she uses her voice and platform to express herself, her pleasures and beliefs. As someone who takes pleasure in changing her style and uses it as a form of self-expression, the ‘Be Kind’ singer showcases different looks in this year’s stunning campaign film and bold stills. The campaign is complemented with a short film directed by Martin Werner, that features Halsey alongside a collective of individuals from around the world, all with individual stories of overcoming barriers to proudly live their truth and pursue what makes them happy. Starring alongside Halsey is singer, performer, DJ and LGBTQIA+ activist, Kiddy Smile. Singer, Kiddy Smile is a fashion provocateur and a champion for individuality. Growing up in a low-income neighbourhood, in Paris, he often faced severe barriers for being who he truly was and pursuing his love for music and dancing. Kiddy hopes that everyone can live in a world where they can be true to who they are and explore and express themselves without judgements or limitations.