The Drum Awards Festival - Extended Deadline

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Date: Jul 2016
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To mark Häagen-Dazs’ new five-year partnership with Wimbledon, the celebrated luxury ice cream brand known for its intense taste brings you an iconic photography project capturing the world’s most intense tennis tournament. Creative agency Grey London has enlisted renowned street-style photographer Adam Katz Sinding to shoot a real-time portrait series with a difference to bring to life the Haagen-Dazs #LoseYourself Wimbledon campaign.

For instead of capturing the players action on the tennis court, Sinding will turn his lens onto the crowd – capturing, in his own distinct style, the intense moments experienced by those watching The Championships.

The project – which will be captured throughout The Championships and pushed out in real-time – will feature on Häagen-Dazs’ social channels, digital-out-of-home sites in London and national billboards.

The #LoseYourself Wimbledon campaign will also comprise other social-led content including a series of #LoseYourself digital films on, a Häagen-Dazs branded Snapchat geofilter and Twitter promoted #LoseYourself trend, key influencer-led PR programmes, as well as experiential engagement at the famed Wimbledon Queue. In addition, there will be an exclusive content partnership with and exclusive ‘Lose Yourself to Strawberries and Cream’ Wimbledon Limited Edition retail partnership with Selfridges during the fortnight of The Championships.


Executive Creative Director: Ben Clapp

Art Director: Simon Helm, Thomas Worthington

Copywriter: Greg Ormrod, Sadie Majer

Additional Credits: Account Team: Tamara Bennett, Rachel O’Shea, Michelle Simons

Content Team: Alex Wrigley, Emma Nabridnyi, Laura Gaponenko

Creative Producer: Gemma Hose

Digital Project Manager: Laura Pillings

Planner: Cristina Tazza, Andy Hyland, Matt Tanter

Designer: Matteo Alabiso, John-Patrick Racle, Kit Suman

Retouching: Studio RM

Photography: Adam Katz Sinding

Photography Assistant: Sean O’Neill, Joe Harper

Media Agency: Mindshare – Lenka Trebichalska, Esther Suquet

Experiential Agency: Because Experiential Marketing

Experiential Business Director: Anna Bradshaw

Grey Shopper: Rob Sellers, Jonathan Hatton, Jason Cope, Sadie Majer, Sunir Patel

Business Units Involved: Grey London, GreyPOSSIBLE, Grey Shopper, Grey Works