Shortlist Beyond the Rainbow COMMERCIAL WORK: CULTURAL IMPACT

BRANDH&M

PRODUCTION COMPANYPINE & SOYOU

DIRECTOR(S)MALIN JOHANSSON (@REVOLVER AMSTERDAM)

AGENCYB-REEL

CLIENTH&M

SHORT SYNOPSIS 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, @HM 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.