Trust Is Earned | American Magic

Client: Helly Hansen

Agency: Helly Hansen - Helly Hansen - Grey London, Wavemaker

“Trust doesn’t just happen overnight. The biggest faith is in the 11 guys that are around you while you’re out sailing at 40-plus knots.” Sailor Paul Goodison is a member of American Magic, US Challenger for the 36th America’s Cup, the highest prize in international sailing, and in the “Trust is Earned” campaign, he and the team prove how trust – in themselves, their gear and the people around them – enables them to prepare for and compete in the world’s fastest sailing race.

The campaign follows the team of 140 people, who’ve spent over 3 years planning and 27,768 hours training in the hopes of bringing the “Auld Mug,” the oldest trophy in international sport, back home to the United States. With every minute spent together, each member of the team – from designers and engineers to sailors on the boat – has gained confidence in one another and can trust that each person is giving it their all to take home the trophy.