Beyond the rainbow

Agency: B-Reel


Pride is more than just a colorful celebration. Beyond the rainbow lies the real stories that give the flag its meaning. This can be easy to forget when almost every person, product and brand goes full rainbow once a year.
That’s why for this Pride, H&M is showing their support for the LGBTQIA+ community with an innovative campaign that reclaims and recharges these rainbows with deep meaning, turning each one into a canvas for personal stories of pride that often get lost amongst the colors.
B-Reel has developed a digital experience that lets anyone scan rainbow Pride flags — from actual flags to rainbow donuts, shampoo, teddy bears, clothing and everything in between. Once scanned, the viewer will be led #BeyondTheRainbow to a series of intimate, surprising, heartbreaking and joyful stories that let us feel what Pride really means. Visit to experience it for yourself.

This professional campaign titled 'Beyond the rainbow' was published in Sweden in June, 2021. It was created for the brand: H&M, by ad agency: B-Reel. This Digital medium campaign is related to the Fashion industry and contains 2 media assets. It was submitted about 3 years ago by Global Communications Officer: B-Reel of B-Reel.


Advertising Agency: B-Reel, Stockholm, Sweden
Executive Creative Director: Zack McDonald
Executive Creative Director: Petra Albrektson
Creative Lead / Art Director: Maria Lashari
Copywriter: Mimmi Jostell
Designer: Gustav Stockman
Junior Designer: Peter Holtze
Director Of Innovation: Lars Bjurman
Technical Director: Roger Pujol
Developer: Valentin Dubois
Strategist: Thomas Eon
Brand Director: Caroline Déas Ehrnvall
Producer: Charlotte Lefèvre
Digital Producer: Rodrigo Alberini
Agency Producer: Markus Ahlm / Colony
Agency Producer: Lena Von Der Burg / Colony
Producer: Andreas Segerfeldt / SoYou
Production Company: Pine
Director: Malin Ingrid Johansson
Editor: Johan Kjellberg
Photographer: Therese Örvall
Post-production: Warner Brothers Sweden
Music Production / Track: Tami T / Ohlogy


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