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Helly Hansen

Developed a Philippine-market campaign positioning Helly Hansen as the go-to adventure gear brand, rooted in local destinations and built around the spirit of exploration.

Client
Helly Hansen Philippines
Industry
Outdoor gear
Year
2025
Location
Zambales
Discipline
Marketing, Production
Scope
  • Campaign production
  • Campaign framework
  • Key visuals
  • Content pillars
  • Audience definition
Three people in Helly Hansen outerwear gathered on a rocky coastal outcrop at dusk

Strategic challenges

Helly Hansen is a globally recognized technical apparel brand, but breaking through in the Philippine market meant making it feel local and relevant. The challenge was connecting a premium outdoor brand to a Filipino adventure community that's deeply tied to specific destinations⁠— mountains, coastlines, and everything in between — without losing the brand's performance-driven identity.

Three hikers in Helly Hansen gear on the roof of a red pickup, one holding a Helly Hansen flag against a blue sky
Key visual: a man zips a red Helly Hansen shell jacket up over his mouth against a red background

“Built for Adventure, Anytime.”

Campaign theme
Close-up of a Helly Hansen hiking boot and red patterned sock on dry grass at night
A woman in a navy Helly Hansen jacket leans out from a sail against a bright sky, smiling

Project outcomes

Produced a full campaign framework under the “Built for Adventure, Anytime” theme, anchored in Zambales as a launch setting. The campaign covered key visuals, content pillars, target audience definition, and objectives⁠— serving as a 360 marketing foundation that gave Helly Hansen Philippines a clear, strategic direction to build from.

Key visual: a man in a cream Helly Hansen pile fleece vest in front of a soft-focus mountain meadow

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