Haagen-Dazs says ‘Don’t hold back’ in global campaign with more inclusive approach

Haagen-Dazs is urging viewers “Don’t Hold Back” in its first work from new global creative agency Forsman & Bodenfors.


The work aims at celebrating inclusiveness and positivity and comes after the agency was appointed a year ago by General Mills, which owns Haagen-Dazs outside the U.S. It follows a pitch that, besides creativity and strategy, also requested agencies to demonstrate a commitment to gender inclusion. The account moved from Saatchi & Saatchi, which did not repitch. 

The result, a collaboration between Forsman & Bodenfors’ offices in Stockholm and Shanghai, is a colorful and energetic film that features a diverse cast. This includes Japanese fashion influencers Aya and Ami Suzuki, Swedish-Korean actress and director Nim Kyoung Ran Sundstrom, and UnFmiFve Dance Company as well as Lavender Hill Softball Club, both from South Africa. All were street-cast in a deliberate attempt not to pick well-known celebrities. 

Read more at Ad Age: https://adage.com/creativity/work/haagen-dazs-dont-hold-back/2263111