Chairish Mid Century Modern Concept Campaign

In 2023 Merriam Webster added Mid (adjective … 2 informal : neither very good nor very bad : so-so, meh) to its dictonary. Few words capture the meaning of mediocrity as mid does in Gen Z’s ever-evolving language. But context is important. Typically mid is used as a marker of the middle part of a range. It perhaps most commonly precedes a measure of time such as week, month, year – or in this case, century. And as the word mid rises in popularity among the youth, so does the interest in Mid-Century Modern furniture. So, I felt it necessary to create a campaign for Chairish, one of the largest online marketplaces for MCM furniture, that clearly defines their inventory as anything but mid.