Beyond The Rainbow

Helping reclaim the Pride flag.

Client: H&M
Agency: B-Reel

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:

Zack McDonald
Petra Albrektsson


Lars Bjurman
Maria Lashari
Gustav Stockman
Peter Holtze
Mimmi Jostell


Malin Ingrid