# Fan Photography Projects Häagen-Dazs' Instagram Page Features a Project Called 'Lose Yourself' By Laura McQuarrie | Published 2016-07-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/lose-yourself References: [adweek](http://www.adweek.com/adfreak/h-agen-dazs-fills-its-instagram-great-wimbledon-pics-fans-not-players-172390) & [instagram](https://www.instagram.com/haagendazsuk/) As the official ice cream of Wimbledon 2016, [Häagen-Dazs](https://www.trendhunter.com/trends/hagendazs-x-pierre-herm-campaign) is making its involvement at the sporting event known with a fun photography project called 'Lose Yourself.' The Häagen-Dazs UK [Instagram](https://www.trendhunter.com/trends/beechers-handmade-cheese) page is now host to a photography project by fashion photographer Adam Katz Sinding, which features stylish shots of fans as they take in the action of the [annual tennis tournament](https://www.trendhunter.com/trends/2026-australian-open) in London. This includes both the highs and the lows as experienced by those sitting courtside, as well as a few shots that include Häagen-Dazs' ice cream products. Rather than focusing the lens on the sport or the athletes, this inventive photography project turns the lens on the spectators as they lose themselves in the action of the event and gives social media users from around the world the chance to experience Wimbledon from a different perspective. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 74% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Key Themes Behind This Trend - **Sports Fan Photography:** There is an opportunity for sports brands to create similar photography projects, allowing fans to participate and share their experiences on social media. - **Social Media Engagement:** Social media platforms can leverage these photography projects and create branded hashtags to increase user engagement. - **Brand Partnerships:** Brands can partner with sports events to create these fan photography projects, providing unique experiences for fans and increased exposure for the brand. ### Where This Applies - **Sports:** Sports brands and events can use fan photography projects to increase engagement and enhance the fan experience. - **Social Media:** Social media platforms can use these projects to increase user engagement and activity on their platforms. - **Food and Beverage:** Food and beverage brands can partner with sports events to create similar projects, providing unique and memorable experiences for fans while incorporating their products. ## Related on Trend Hunter - [Carefree Ice Cream Campaigns](https://www.trendhunter.com/trends/hagendazs-x-pierre-herm-campaign.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Ice Cream-Inspired Superbowl Campaigns](https://www.trendhunter.com/trends/nicefrank.md) - [Tennis-Inspired Dessert Pop-Ups](https://www.trendhunter.com/trends/graza-x-talenti.md) - [Playfully Indulgent Ice Cream](https://www.trendhunter.com/trends/city-sweets-collection.md) - [Tennis-Themed Cafe Refreshments](https://www.trendhunter.com/trends/lavazza-wimbledon.md) - [Macaron-Inspired Pop-Ups](https://www.trendhunter.com/trends/flavours-of-love.md) - [Athletics-Inspired Greek Yogurt Campaigns](https://www.trendhunter.com/trends/oikos-pros.md) - [Interactive Food Bank Partnerships](https://www.trendhunter.com/trends/hagendazs-and-giftameal.md)