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.

Beyond the rainbow features raw and powerful stories from around the world. It features a diverse selection of heroes that span the LGBTQIA+ spectrum. Some happen to be very famous, but that’s beside the point. 

This campaign was concepted and created with Pride by B-Reel in close collaboration with H&M, Pine, Colony, SoYou and Warner Brothers Sverige.