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."