For nearly 150 years, Helly Hansen, the technical outdoor brand trusted by professionals around the world, has created professional grade gear to help people stay and feel alive in the outdoors. This spring/summer ’25, the brand’s campaign features the Norwegian People’s Aid (NPA), a search and rescue organization that not only saves lives but also works to increase public knowledge of lifesaving first aid. The campaign follows the story of two professional volunteer members of NPA’s search and rescue service, highlighting how shared challenges and experiences can enhance the feeling of being outdoors and foster a deeper sense of connection and community.
In a short film, Helly Hansen features NPA volunteers Karina Eliassen and Amanda Isaksen, who met seven years ago during an NPA training course and quickly became good friends, and eventually neighbours. As members of the NPA, Eliassen and Isaksen have worked together on search and rescue operations, day and night and often in extreme conditions. These shared challenges in the outdoors have brought them closer, both as professionals and as friends.
“Facing challenges makes a friendship even stronger,” says Isaksen. “Whatever it is, we are there for each other.”
Even when they’re off-duty, they enjoy being in the mountains together. “I know her weak spots, and she knows mine,” adds Isaksen. “She will be there backing me up and I would do the same for her.” By sharing the experience and motivating each other to push their own personal limits, the sense of accomplishment in reaching the summit becomes even more rewarding.
To further support the campaign, Helly Hansen will once again celebrate Open Mountain Month in June 2025. Building on its success over the last three spring/summer seasons, the activation will continue to inspire and enable people to get outdoors – this time encouraging them to do so alongside their family, friends and local communities. By connecting individuals from all backgrounds with seasoned mountain professionals worldwide through guided hikes and educational resources, Open Mountain Month 2025 will inspire people to safely experience the power of nature together.
“We are excited to kick off the spring/summer ’25 season with this new campaign centered on experiencing the outdoors and taking on challenges together,” said Joumana Løvstad, Chief Marketing Officer at Helly Hansen. “Through our work with mountain professionals, we’ve seen first-hand how shared experiences in nature can strengthen social and emotional bonds, making time spent outdoors even more fulfilling. Through this campaign and Open Mountain Month, we’re excited for our consumers to enjoy that same sense of connection – safely, with the expertise and guidance of our professionals.”
For more about the campaign or Open Mountain Month, visit www.hellyhansen.com.
