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Agency: B-Reel
Client: H&M
Date: Jun 2021
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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.


Creative agency: B-Reel

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