Norwegian manufacturer and retailer Helly Hansen has unveiled a new campaign to highlight its relationship with outdoor professionals.

The work, devised by creative agency Grey London, will build upon the firm’s mission statement: “We make professional grade gear to help people stay and feel alive.” It will also complement the brand’s seasonal campaigns, running across multiple seasons.

Sam Haynes and John Gibson, creative directors at Grey London, said: “The design of Helly Hansen gear is inspired by the unique experiences of outdoor professionals, from skiers, to sailors, to mountain guides, to search and rescue teams.

“We used the 11-degree split in the middle of the Helly Hansen logo to visually tie together the challenges the professionals face, with the products that were born from them. We see this film as a great opportunity to bring all the outdoor disciplines together to tell a bigger brand story.”

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According to Helly Hansen, the brand film will showcase the brand’s ski, sail, and outdoor activities lines.

The film will run internationally, across YouTube, Meta and video-on-demand.

Joumana Løvstad, chief marketing officer at Helly Hansen, said: “With this new brand asset, our goal is to drive brand awareness and perception by showcasing our ski, sailing and outdoor professionals in a single, compelling brand film.

“These professionals are at the heart of everything we do. Their insights and feedback inspire us to create gear they can rely on, no matter the challenge, and their experiences shape the stories we tell. Together with Grey London, we’re excited to launch the film this season and further strengthen brand awareness across our core categories.”