Haagen-Dazs: advert-body-1 by Grey London

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.