Häagen-Dazs expands relationship with Allies in Arts
Häagen-Dazs has furthered its relationship with nonprofit organization Allies in Arts (AiA), which supports underrepresented women, BIPOC and LGBTQIA2+S artists through grants, exhibitions and partnerships.
The ice cream brand partnered with three LGBTQIA2+S artists within Allies in Arts' vast creative network to execute three unique out-of-home murals that are inspired by its new product innovations, Chocolate Cookie Crumble Ice Cream Bars and New York Strawberry Cheesecake ice cream. These designs will debut in three major cities in the United States - Los Angeles, New York City and Miami.
Häagen-Dazs initially partnered with Allies in Arts in 2021, when it debuted its #Thät'sDazs campaign and multiyear, $1.5 million commitment to supporting underrepresented creatives in the arts. When the commitment was met in 2023, Häagen-Dazs decided to further its relationships with the nonprofits in its existing network, supporting creatives in a variety of disciplines to help them achieve their goals.
"Häagen-Dazs continues to commit to uplifting underrepresented creatives," said Rachel Jaiven, Head of Häagen-Dazs Marketing. "This year, we're incredibly proud to strengthen our relationship with Allies in Arts. It's been so inspiring to witness the impact of our commitment as we continue to create spaces where all voices are heard and celebrated. We love the mural designs our artists delivered and we're excited to bring more people to experience and see such vibrant, expressive creativity."
This year, Häagen-Dazs focused on providing three LGBTQIA2+S artists a national platform to debut designs inspired by the latest additions to the brand's growing portfolio. Representing Los Angeles, artist Loveis Wise's mural is inspired by Häagen-Dazs Chocolate Cookie Crumble Ice Cream Bars and the playfulness of a summer romance. As is Acacia Rodriguez's mural, which will be on display in New York City's Brooklyn neighborhood - the home of the original Häagen-Dazs Shop. To complement the collection, artist Kelly Perez's design is inspired by Häagen-Dazs New York Strawberry Cheesecake and serves as a reminder to indulge in all moments - big and small.
"We strive to find opportunities for our artists to see their work out in the world while being paid and treated fairly," said Drew Denny, co-founder and executive director of Allies in Arts. "We're so proud to partner with Häagen-Dazs and celebrate Loveis Wise, Acacia Rodriguez and Kelly Perez and their gorgeous designs!"
Each piece of artwork will be found on a billboard display in the below locations, beginning this summer:
- LA: W. 3rd St. & S. Orlando Ave. | Flight date: June 3rd - July 28th, 2024
- NYC: N 11th St. & Wythe Ave. | Flight date: July 8th - September 1st, 2024
- MIA: NE 79th St & NE 1st Ave. | Flight date: July 8th - September 1st, 2024
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