Häagen-Dazs sought to celebrate Pride Month with an authentic, handcrafted outdoor campaign that would slow people down and encourage them to savor life’s most beautiful moments. The goal was to amplify their 2025 campaign ethos, “indulgence with intention”, while creating spaces that feel personal, meaningful, and community-driven.

Working with Allies In Arts, Häagen-Dazs commissioned two talented underrepresented artists to design murals for our high-traffic walls in Los Angeles and San Francisco. This approach enabled the ice cream brand to highlight the importance of supporting BIPOC, women, and LGBTQIA2+S artists while ensuring that the creative would stand out from traditional advertising.

Loveis Wise brought warm, summery tones to Beverly Grove with a mural inspired by Häagen-Dazs® Salted Caramel Macadamia Bar, while Alice Lee complemented the Marina District’s peaceful atmosphere with a gentle color story inspired by Häagen-Dazs® Salted Brown Butter Cookie ice cream.

The impact: 1M+ impressions generated across both mural sites during the campaign, and also shared organically on social media by the artists, reaching an even more engaged audience.

This project was an inspiring example of collaboration between brands, artists, and nonprofit organizations. By investing in underrepresented talent and celebrating Pride in a way that felt true to both the medium and the message, Häagen-Dazs successfully created an enduring visual experience that engaged audiences on the street and online.