Beyond the Rainbow
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.
H&M is showing their support for the LGBTQIA+ community with a campaign that turns each rainbow into a canvas for personal stories of pride that often get lost amongst the colors.
We 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.