Haagen-Dazs Turns the Camera on Wimbledon Fans

Tennis and Ice Cream are the Perfect Excuse to #LoseYourself

Published on

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 Vogue.co.uk 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."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

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

See more credits

Tags
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age