In nature's toughest moments, some of the strongest bonds are formed. A new campaign from Helly Hansen titled ‘Shared Challenges’ celebrates the relationships formed through these outdoor adventures.

The campaign, created with the help of Grey London, brings to life the realities of nature to show that while it might not be all sunshine and rainbows, Helly Hansen professional grade gear can keep people safe and warm. Friendship groups that brave the outdoors, no matter the conditions, forge memories together that stick with them for life. 

At the heart of the campaign, a 30 second film shows the realities of the outdoors to show that hardship is what connects people. Shot in partnership with Norwegian mountain guides, the film follows a group of friends on a hike, led by an experienced professional mountain guide. 

The friends take on the elements as they work their way together up to the summit and cross the finish line of their journey. The footage captures the unscripted moments of friendship and resilience, and is accompanied by the soundtrack of a voicemail between friends planning to take the trip together. At the heart of the film is the ethos: “Who will you share the mountain with?”

Building on the theme of the central film, 15 and 6 second films extend the message to a new environment at sea to capture the bonds formed in adversity. Footage captured with The Ocean Race team AMAALA, shows the intense physical and mental demands faced by elite sailors and the relationships they forge.

“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,” says Alex Mawby and Ben Lambert, Creative Directors, Grey London.

The campaign will run globally across digital, social, VOD and print throughout spring and summer.

Leaning into the realities of nature, the campaign positions Helly Hansen as a facilitator of memory and connection.