Haagen-Dazs Turns the Camera on Wimbledon Fans

Tennis and Ice Cream are the Perfect Excuse to #LoseYourself

By Emma Hall. Published on Jul 06, 2016

Editor's Pick

Haagen-Dazs has partnered with the Wimbledon Tennis Tournament to create the #LoseYourself campaign, which shows tennis fans getting lost in the moment as they experience the emotional highs and lows of the game.

Instead of focusing its attention on the players, Grey London has hired photographer Adam Katz Sinding -- best known for his candid portraits of the fashion pack -- to point his lens towards the crowd at the All England Lawn Tennis Club Championships.

Katz Sinding is creating a series of portraits which are being pushed out across Häagen-Dazs' social channels during Wimbledon fortnight. The pictures will also appear on digital out-of-home sites in London, and billboards around the country.

Grey has also created a series of #LoseYourself digital films, showing on the Wimbledon website, and a Haagen-Dazs-branded Snapchat geofilter, as well as promoting the #LoseYourself hashtag on Twitter.

Haagen-Dazs has created a special "Strawberries & Cream" ice cream bar in honor of Wimbledon's most popular and traditional dish. The ice cream is being sold to tennis fans as they stand in line outside the grounds -- another Wimbledon tradition which sees people queue overnight to get tickets to see their favorite players.

There is also a #LoseYourself photobooth in the Wimbledon grounds, as well as a partnership with and a "Lose Yourself to Strawberries & Cream" partnership with Selfridges department store.

Haagen-Dazs has signed a five year partnership with Wimbledon. Richard Williams, General Mills Northern Europe marketing director said, "Losing yourself to Haagen-Dazs and losing yourself to Wimbledon fit naturally. But while anyone can lose themselves in a tub of Häagen-Dazs, not everyone is lucky enough to make it down to Wimbledon. We wanted to capture those edge-of-your-seat moments to bring that emotion alive and in Adam, we're working with one of the most distinctive portrait photographers of his generation."

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Jul 06, 2016
Grey London
Client Team:
Richard Williams
Director, Marketing:
Richard Williams
Marketing Manager:
Arjoon Bose
Senior Brand Manager:
Nicole Whelan
Executive Creative Director:
Ben Clapp
Greg Ormrod
Sadie Majer
Art Director:
Simon Helm
Art Director:
Thomas Worthington
Account Team:
Tamara Bennett
Account Team:
Rachel O'Shea
Account Team:
Michelle Simons
Alex Wrigley
Emma Nabridnyi
Laura Gaponenko
Creative Producer:
Gemma Hose
Digital Project Manager:
Laura Pillings
Creative Planner:
Cristina Tazza
Creative Planner:
Andy Hyland
Creative Planner:
Matt Tanter
Matteo Alabiso
John Patrick Racle
Kit Suman
Studio RM
Adam Katz Sinding
Photography Assistant:
Sean O'Neill
Photography Assistant:
Joe Harper
Media Agency:
Lenka Trebichalska
Media Agency:
Esther Suquet
Experiential Agency:
BEcause Experiential Marketing
Business Director:
Anna Bradshaw
Rob Sellers
Jonathan Hatton
Jason Cope
Sadie Majer
Sunir Patel

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