In the outdoors, safety is key to making the most of adventures in the mountains and on the trails. Search and rescue teams play an important role in ensuring the safety of everyday explorers, hikers, and outdoor-lovers – especially if things take a turn for the worse. Unpredictable weather, conditions or terrain can strike suddenly, but the professionals at Squamish Search and Rescue in Canada, and the Norwegian People’s Aid in Norway, are trained and always prepared to respond to a rescue.
As part of Helly Hansen’s new global ‘Belong in the Moment’ campaign, the brand worked with Squamish Search and Rescue team member Nathalie White and Norwegian People’s Aid team leader Odd Harald Johansen to show what it takes to keep the mountains safe and why it matters to them. In a short film, we gain insight into Nathalie and Odd’s daily lives – wearing their uniforms and responding to distress calls, in contrast to home and family life. Despite being on call at any moment and often needing to deploy in diverse or challenging conditions, both express a steadfast love for their SAR roles. To deliver the utmost precision and care on missions, it’s important that both Nathalie and Odd feel at ease with their surroundings and mission protocols. That means working together with a skilled team of individuals they can trust and relying on their training and gear.
“Every situation is so fluid, so different, and you have to think fast on your feet,” says White. “There are all these different factors to consider once you arrive on scene – do we have enough daylight, is this person critical?”
Johansen adds: “Up here, the temperature drops fast. It can be seconds between life and death. You have to be prepared. The group relies on me to make the right decision on how to proceed out in the terrain, so it’s important to me to know that I have their support and their trust in return. In these moments, I go into a zone, everything else is gone.”
“You have the skills, you’ve done the training, you know what needs to be done, and when you’re out there you’re focused and it all kinds of clicks in. You’re able to help another person. It reminds you why you do what you do. I don’t see myself doing anything else. This is where I belong,” says White.
It is the rigorous training and rehearsals, the team bond, and the right protective outdoor gear that allow Nathalie and Odd Harald to belong in the moment and focus on the task at hand.
“In this campaign, we highlight the vital role search and rescue professionals play in keeping the mountains safe and enjoyable for all. Trusting in their training, their teammates and their gear allows them to work with confidence and agility, so they can do their best work,” says Joumana Løvstad, VP Brand and Marketing Strategy at Helly Hansen.
Helly Hansen’s new global campaign was created together with top advertising agency Grey London. Media is being handled by Wavemaker.
Credits
Creative Directors: Sam Hayne & John Gibson Creatives: Alexander Liam Campbell & Thomas Farrall Planning Partner: Lee Barber
Business Director: Ryan Lacey
Account Director: Rachel Jeffery
Account Executive: Natasha Meisel
Agency Producer: Talia Shear
Media Agency: Wavemaker
Production Company: Armoury
Director: Will Williamson
Post Production: GPS
Producer: Annika Gustavsson
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, and today’s award winning and patented H2FlowTM temperature regulating system.
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 around the world.
Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries and trusted by outdoor professionals and enthusiasts around the world. To learn more about Helly Hansen’s latest collections, visit www.hellyhansen.com.
