Helly Hansen highlights shared adversity in campaign

Helly Hansen has launched a global campaign developed with Grey London, focusing on the emotional connections formed through challenging outdoor experiences.

The campaign, part of the brand’s Shared Challenges platform, shifts attention from performance-led messaging to the human experiences that emerge in demanding environments.

Emotional storytelling shapes outdoor positioning

Helly Hansen continues to position its products around both technical performance and the emotional value of time spent outdoors. The campaign explores how difficult moments—rather than achievements—create lasting connections between people.

Set in mountainous terrain, the central film follows a group of friends navigating a demanding hike under the guidance of a professional. The narrative captures unscripted moments as conditions worsen, using a voicemail exchange to reinforce the theme of shared experience.

Creative expands across environments

The campaign includes a 30-second film alongside shorter edits and print executions, supported by global distribution across digital, social, video-on-demand and print channels throughout spring and summer.

Additional content will extend the platform to maritime environments, featuring footage captured with a team from The Ocean Race. These executions focus on the physical and mental demands faced by sailors, highlighting how shared challenges at sea build strong connections.

Alex Mawby, Creative Director, Grey London: "The outdoors is usually sold with summits and finish lines. But if you ask anyone about a trip they'll never forget, it's never that. It's when everything went sideways: when you turned left instead of right, took a detour through a river, and that dog ate your sandwiches and you couldn't stop laughing for ten minutes. Those are the stories people tell for the rest of their lives, and the connections that Helly Hansen's gear makes possible. We designed the film to reflect that, pushing the craft to make it feel like an indie movie rather than a traditional outdoor ad. It makes you want to call your mates and say: come on, let's get out there this weekend. It won't be easy - but that's kind of the point. Because Helly's Hansen's mission isn't to just keep you alive in nature, but to make you feel alive too."

Joumana Lovstad, Chief Marketing Officer of Helly Hansen: "We're excited to kick off the spring/summer '26 season with a fresh campaign centred on embracing the outdoors and tackling challenges as a team. Inspired by our ongoing collaboration with mountain professionals, we've seen firsthand how shared experiences in nature strengthen social and emotional bonds. Through our new campaign and Open Mountain Month activations, we're encouraging everyone to discover that same sense of connection, making the most of outdoor adventures with the support and expertise of our professionals. We look forward to seeing people come together, create lasting memories, and enjoy all the benefits that nature has to offer."

Campaign builds on existing platform

Created in collaboration with Field Productions, the campaign builds on previous Shared Challenges executions featuring professional athletes and sailing teams.

The initiative reinforces Helly Hansen’s strategy of combining functional product messaging with storytelling that emphasises connection, resilience and shared experience in outdoor settings.

www.hellyhansen.com

www.grey.com

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