Kic helps burn away the bad energy in return of its ‘Mid’ campaign via Kic and Bullfrog
Leaning into the collective mood of the moment, Kic is encouraging its community to let feeling mid fuel their movement with a four-week feel-good reset, launched as part of its latest campaign created in partnership with Bullfrog.
There’s good reason to feel mid right now – and the team at Kic gets it. The cost of living keeps climbing, the manosphere is telling women to be quiet, winter has well and truly settled in, and most people are running on empty.
Kic’s latest campaign taps back into a sentiment that struck a chord last year – confronting topical themes weighing on the community, while calling on them to reignite familiar habits, and let mid fuel their fire to feeling good.
With cleansing, candle loaded social teasers organically racking up 1.5m views in just a few days, the campaign has been building buzz for going against the exhausting, unsustainable approach that dominates the fitness industry.
At the heart of their message is a 4-week ‘Move on from Mid’ challenge, designed to meet the community where they’re at and help them find a little motivation this time of year. With enrolments now open, the energy continues with a bold OOH rollout set to hit Melbourne and Sydney on 21st July in line with the challenge launch.
Says Laura Henshaw, CEO and co-founder, Kic: “We know exactly where our community is at right now because we feel it too. We’re bringing back our popular ‘mid’ campaign – building on last year’s success in meeting people exactly where they’re at. The mid-year slump is real; the weather is colder, we’re seeing less sunlight, and members of our Kic community have reported feeling pretty average this time of year. We’re helping people move through mid, instead of getting stuck in it.”
To bring the campaign to life, and disrupt the mid with something unexpected, Kic has teamed up with Sent Studio to create limited-edition ‘mid era’ candles. Each candle – Essence de damp, Sleep deprivé, L’Inflation, and Masculinité Fatiguée – channel the realities making life feel mid right now and are designed to spark conversation, burn away bad energy and reset the mood. Kic users who enrol in the challenge between 16–21 July will go in the draw to win one.
BULLFROG & KIC’s in-house team alongside:
Videography: Benjamin Guy
Photography: Marten Ascenzo
Gaffer: Liam Harrington
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