Magnum ice cream is encouraging everyone to be #TrueToPleasure in a bold new campaign via LOLA MullenLowe, starring 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. While the barriers that exist cannot be ignored, Magnum, 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.