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 dictionary. Few words capture the meaning of mediocrity as mid does in Gen Z’s ever-evolving language. But context is important. Often, mid marks 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.