Magnum has tapped Halsey to star in its latest campaign, which encourages people to “be #TrueToPleasure, leave judgement behind, proudly live their truth and be kind to each other”.
The multi-platinum singer, songwriter and activist stars in a 30-second ad created by agency Lola MullenLowe and directed by Martin Werner, alongside a diverse cast of individuals from around the world, all with unique stories of overcoming barriers. These are French singer, performer, DJ and LGBTQIA+ activist Kiddy Smile, South African TV presenter and advocate for Albinism Mpho Mofokeng, activist & model Penelope Guerrero, dancer Fatima Balde, model & artist Anh Wilsel, model Cío Vives and model & yoga fan Catriona Frean.
Serving as soundtrack is the 2020 single “Be Kind” by Marshmello and Halsey.
Regarding her partnership with Magnum, Halsey said in a press statement “I have always pushed myself and those around me to fearlessly express themselves, and to do what makes them genuinely happy, without fear of judgement or critique. I’m so happy to be partnered with Magnum for this campaign that pushes people to embrace their uniqueness and explore what pleasure really means to them. My hope with this campaign is that it can inspire people to proudly flaunt their individuality, because without self-expression and the amplification of unique voices there is no art, and no artists”.
To mark its collaboration with Halsey, the ice cream brand designed a luxurious ice cream recipe to match her bold, fearless personality. The result is a velvety white chocolate ice cream with a luscious raspberry swirl is drizzled with dark chocolate, topped with sesame seeds, then adorned with pink jelly diamonds and edible sugar flowers.