Global – The fashion retailer is highlighting the meaning behind the universal LGBT+ rainbow symbol through an awareness-building, history-led campaign.
Its interactive experience, Beyond the Rainbow, includes a web app for people to scan rainbows that appear on any item – including flags, clothing, packaging and foods. This in turn unlocks videos of personal accounts from celebrities and everyday people across the LGBT+ community. Designed in collaboration with creative agency B-Reel, the app allows people to share the stories of recognisable faces such as actress Mj Rodriguez. In turn, the campaign ‘reclaims and recharges [the] rainbows with deep meaning,’ comments B-Reel.
By focusing on real stories, H&M seeks to communicate the importance of Pride month in a way that goes beyond novelty celebrations or products. While many brands fail to engage with Pride beyond applying tokenistic rainbow flags, take note from the long-term strategies that Tag Warner, CEO of Gay Times, shares in our recent interview.