An anti-rainbow washing campaign and web experience from H&M that transforms any Pride rainbow into a canvas for raw and personal stories from people within the LGBTQIA+ community. The web-based “rainbow scanner” recognises any ad, sticker, product or clothing featuring a Pride rainbow. From shampoo to cereal, mouthwash to combat boots — the web experience lets you scan them all and leads you to a personal, long-form story from LGBTQIA+ members around the world.
Executive Creative Director
Executive Creative Directors: