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 lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.