Häagen-Dazs encourages you to “Don’t hold back” this summer
“Don’t hold back” is at the center of Häagen-Dazs’ new brand idea, premiering worldwide today with the help from The Chemical Brothers.
Häagen-Dazs doesn’t hold back when it comes to only using the best ingredients in its products. That’s why it’s the best ice cream in the world. And that’s why the term “Don’t hold back” is at the center of Häagen-Dazs’ new brand idea – a call for everyone to follow their inner voice and live life to the fullest.
The new brand idea is launched with a new film that embodies the encouraging and positive approach of “Don’t hold back”. Accompanying the film is a new version of The Chemical Brothers’ Grammy awarded song “Galvanize”, a fitting soundtrack that celebrates going for what you want in life and following your own path. This new rendition of the song is the result of pairing the classically trained Cape Town Youth Choir with the gospel group Ukhonukamva Worship Choir.
The film features Japanese fashion icons Aya and Ami Suzuki, Swedish-Korean actress Nim Kyoung Ran Sundström and Untimitive Dance Company as well as Lavender Hill Softball Club, both from South Africa. It’s directed by the Cannes Lions nominated Philippe Tempelman and styled by Vogue championed Selam Fessahaye.
To make “Don’t hold back” come alive Häagen-Dazs is hosting events around the world – from panel discussions to summer parties – and exciting ambassadors will use their unique voices to help communicate the message. In addition, Häagen-Dazs has partnered with a number of social initiatives on a local level to help support women in not holding back.