It's not enough to be pretty when you're involved in this one, the flash mob that appeared in Union Square San Francisco this Saturday had kids of all sizes doing a dance off in their best H&M outfits.

The teams chose San Francisco and Union Square in particular because H&M’s Global marketing campaign for this season's children's collection was shot on the streets of SF and the flagship store on Powell & O’Farrell St., a block away from Union Square, just permanently added H&M’s children’s collection to the store with the launch of this campaign.

The performance started with a sassy kid wanting to flaunt his moves (and fashion) and challenged a duo of unsuspecting break dancers to a dance off. The challenge grew from a small group of kids into a huge synchronized performance featuring 55 skilled dancers, using style-flashing choreography to showcase H&M Kids clothes and prove that a kid in the right gear can really "Set It Off."

Director of Brand Development: Vishal Sapra
Senior Copywriter: Erica Boynton
Director of Production: Marc Grunberg
Account Executive: Jill Huelser

Production Company: TEAK
Director: Greg Martinez
EP: Greg Martinez
Line Producer: Ynze Bijl

Event Planning Company: Cappa & Graham, Inc
Vice President: Gordon R. Thompson
Program Director: Josiline Shanahan

Editorial: TEAK
Editor: Jeremy Huff
Producer: Emily van Nierop
Asst. Editor: Jeff Lopus

Choreography: Culture Shock Oakland/Shock Family
Choreographer/Exec.Director: Kim Sims-Battiste
Assistant Director: Tahira Hodge
Assistant Artistic Director: Shanice Brown

Music: "Set it Off"
Composer/Artist: Izza Kizza

Shoot Location: Union Square, San Francisco


Comments (2)

  • Goodbye's picture

    Hey H&M, 2007 called and told you to lay off the flash mob marketing stunts now.

    Mar 31, 2010
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I give them props for flash-mobbing with kids, but this was old in 2006

    May 03, 2011

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.