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 Wimbledon.com, 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 Vogue.co.uk 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