The campaign is a collaboration between the agency’s offices in Stockholm and Shanghai.By Asia Ad Junkie - Jun 23, 2020
Häagen-Dazs has launched new campaign, their first with creative agency Forsman & Bodenfors after winning the global creative account for General Mills’ ice cream brand in a pitch that also called on vying agencies to demonstrate a commitment to gender inclusion.
As part of the campaign, a new spot scored to a remake of The Chemical Brothers’ song Galvanize, celebrates inclusiveness and embodies the encouraging and positive approach of Don’t hold back.
The 30-second film features Japanese fashion icons Aya and Ami Suzuki, Swedish-Korean actress and director, Nim Kyoung Ran Sundström, and UnFmiFve Dance Company along with South Africa’s Lavender Hill SoEball Club. The film was styled by Vogue designer, Selam Fessahaye.
“Don’t Hold Back is a really important philosophy for us”, says Michelle Odland, Global Business Director for Häagen-Dazs.
“In an increasingly busy world full of pressures and expectations, we spend a lot of our life not being present. Time, genuineness, and real connection have become luxuries, as lives become simultaneously shared, but less open; connected, but lonely. The moments that stand out now are the ones where we let down our guard and let our authentic selves shine through.”
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