Halo Top’s campaign encourages audiences to stop “shoulding yourself” and start enjoying flavors and fun this summer. This live your best life perspective was brought to life by agency Deloitte Digital with Anonymous director Jason Koenig, with an editorial collaboration by Cut+Run editors Ben McCambridge based in San Francisco and Rebecca Luff in London.

Life has enough ‘shoulds.’ With Halo Top, dessert shouldn’t be one of them. Skip the shoulds and do what feels good!