Halsey stars in Magnum spot from LOLA MullenLowe to inspire and encourage others to go after what brings them pleasure
Magnum ice cream has 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. Whilst the barriers that exist cannot be ignored, the ice cream brand, 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. Having broken down barriers across music, art and culture, she uses her voice and platform to express herself, her pleasures and beliefs.
Talking about the campaign with Magnum, Halsey said: “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.”
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.
LA-based photographer Peter Don captured Halsey in a suite of striking stills. Known for his work illustrating the journeys of a series of chart-topping artists, Don captures Halsey’s creativity and vibrancy and her embodiment of Magnum’s ‘true to pleasure’ ethos.
Peter has worked closely with Halsey for more than five years and joined her on her ‘Manic’ world tour, earlier this year, to capture her pursuing her ultimate pleasure – music. Peter’s stills for Magnum bring to life Halsey’s unique personality and fearless attitude.
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. To find out more about the collective in the film please visit here.
Magnum has a long heritage of working with creative disruptors and has partnered with both established and up and coming talent, championing trailblazers across fashion, art and culture.
Halsey recently launched the Black Creators Funding Initiative (BCFI) to amplify the voices and talents of emerging black creatives and Magnum has joined Halsey in her commitment by donating US$50k/£39.6k to the cause, alongside an additional US$50k/£39.6k to organisations working to support and amplify LGBTQIA+ voices from the black community. To further shine a light on up and coming talent Magnum will be commissioning an original artwork by one of the BCFI recipients this summer.
On 16 July, Halsey will perform a virtual live gig in collaboration with Magnum. The set will see Halsey perform some of her biggest hits, including new Marshmello collaboration ‘Be Kind’, in a pared-back, raw and beautiful arrangement. The gig will be available to watch via YouTube and will bring people together from around the world to share in the universal pleasure of music.
To watch the live performance, tune in here on 16 July 2020.