May 31, 2023
Helly Hansen’s Spring/Summer ‘23 Campaign Celebrates “The Open Mountain” through the Eyes of Search and Rescue Professionals
Further Encouraging Everyone to Experience the Outdoors this Summer
OSLO, NORWAY (May 2023) – As the brand trusted by professionals for more than 140 years, Helly Hansen has partnered with outdoor professionals around the globe to develop performance-driven gear since day one. For its spring/summer ’23 global campaign, The Open Mountain, the brand celebrates the power of spending time outside through the stories of Search and Rescue Professionals. Committed to their work, they know the outdoors better than anyone and are always there to help people stay and feel alive in the mountains.
Leading the campaign, Helly Hansen highlights Squamish Search and Rescue team member Monika Loevenmark and Norwegian People’s Aid member Ole Martin Heløy, two volunteer professionals who have found purpose in nature and a sense of community through their work. In a short film, we discover that through trust, training and the right gear, Monika and Ole gained confidence and happiness in challenging mountain environments.
“The thought that I can make a difference in someone’s life can keep me going for ages,” says Ole Martin. “My motivation to become a member of the Norwegian People’s Aid was to be able to help people, but I also gained some great friends who share the same passion for the mountains.”
Becoming part of a search and rescue team takes hours of training outside of Ole Martin and Monika’s daily lives each day, week, and year to gain the experience needed to go out on a rescue mission with confidence, and return home safely.
“It means a lot to me to be able to help out,” says Monika. “It truly gives me a sense of purpose in life. The mountains are open to anyone who wants to come because we are always here.” Ole Martin adds, “And we’re always ready.”
To further bring the campaign to life, the brand announces its launch of Open Mountain Month – an initiative with one clear goal: to inspire and enable people to get outdoors. Starting June 2023, Open Mountain Month is for seasoned outdoor-goers and novices alike and aims to encourage all people to experience the power of spending time outside. Throughout the month, Helly Hansen will draw on the expertise of search and rescue partners, professionals, and brand ambassadors to both educate and inspire outdoor experiences. Regional events, resources, stories of trial and error, and more will provide the encouragement needed to venture through the front door.
“While much of our inspiration comes from our professionals and how they experience the outdoors, we truly believe that the outdoors are for everyone to enjoy and are therefore thrilled to be leading this spring/summer with The Open Mountain campaign,” says Joumana Løvstad, VP Brand and Marketing Strategy at Helly Hansen. “We are excited to create a stronger connection between our audiences and our professionals to inspire, educate, and celebrate the power of experiencing the outdoors, and through Open Mountain Month, we look forward to seeing how our community embraces nature even more.”
For more about Monika and Ole Martin watch: Squamish Search and Rescue and Norwegian People’s Aid. To learn more about Open Mountain Month, visit www.hellyhansen.com.
Credits
Creative Directors: Sam Haynes & John Gibson Creatives: Caitlin Horrex & Katie Bird
Planning Partner: Lee Barber
Business Director: Mark Rees – Weeden Account Director: Rachel Jeffery
Account Manager: Natasha Meisel Media Agency: Wavemaker
Production Company: Field Productions Director: Even Sigstad
Producer: Filip Christensen
Post Production Company: Field Productions Editor: Even Sigstad
Grade: Didrik Bråthen, TMLS
Music Composer: J Sigsworth
Sound design: Bård Farbu
About Helly Hansen
Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive. Through insights drawn from living and working in the world’s harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with LIFA® Stay Dry technology, the patented H2FlowTM temperature regulating system, and the revolutionary lighter, warmer LIFALOFTTM insulation. Building on Helly Hansen’s proprietary HELLY TECH® waterproof/breathable system, the technical outdoor brand has most recently introduced the award-winning LIFA INFINITY PROTM – the company’s most innovative and responsible waterproof/breathable technology to date.
Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations globally.
Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries around the world and the company is owned by Canadian Tire Corporation (CTC). To learn more about Helly Hansen’s latest collections, visit www.hellyhansen.com.
About the Author
Marc Williams
Amongst many other things in life Marc is an avid skier and sailor. As a former ski racer he likes to go fast and make big turns on hard snow. He is also the skipper of Run for the Roses, @sailingthepacificnw. When not on the water or in the mountains Marc owns and operates Williams Helde Marketing Communications. As a second generation owner, Marc has maintained the focus of the firm on Active, Healthy Lifestyles. Marc graduated from Western Washington University with degrees in Design and Illustration. He lives in Seattle, with two well above average kids, an amazing wife and three dogs.