Middle Child

Everyday is a sunscreen day! This year, La Roche-Posay Laboratoire Dermatologique was proud to be the official sunscreen sponsor of the National Bank Open, continuing its mission to raise awareness about sun protection and skin cancer prevention. To celebrate, we hosted creators, media and medical professionals throughout the tournaments in Montreal and Toronto, offering an unforgettable viewing experience–protected with Anthelios. #SunSafety #LaRochePosay #EverydayIsASunscreenDay

What rhymes with “little mild” but just got a 🔥win at Cannes? Why it’s your favourite, MIDDLE CHILD of course! We are so proud to announce that we have been awarded a Grand Prix Lion at Cannes for Creative Effectiveness, Sustained Success thanks to our PR work on Heinz in collaboration and partnership with our very creative partners at Rethink, Carat and of course Kraft Heinz. Watch the win below!

Inspiring a sense of community and connection is core to what we do at Middle Child, and we’re proud to work with partners like SEPHORA who are doing exactly this with the launch of Beauty at the Bentway: a revitalized space that transforms a raw, undeveloped portion of The Bentway into something beautiful. 🌱 Open now and into 2025, Beauty at The Bentway is inspired by Clean and Planet Aware at Sephora and a space for community to come together and make more mindful choices—from how they move to the beauty products they use. Check out stunning art by local artist Avril Wu, connect with friends at a communal table, or park your bike and take a breath amidst the greenery. To celebrate the launch, Sephora is offering free sampling and collaborating with local businesses to offer free Classes for Community in the space, all inspired by a commitment to doing good for people, the planet and the beauty industry.

Kérastase Première Lab Pop-Up at the CF Toronto Eaton Centre. Last month, the leading luxury professional hair care brand known for offering personal care through scientific expertise, brought its wealth of knowledge to Torontonians. The Kérastase Première Lab - an interactive pop-up offering complimentary hair diagnosis, exclusive samples and gifting, demonstrations on the brand’s groundbreaking ingredients and a Q&A with Kérastase professionals - celebrated its latest product innovation. Kérastase Première is a six-step, dual action repair haircare solution designed to combat persistent damage caused by calcium buildup from hard water to restore your hair’s original strength without compromising Kérastase’s signature sensorial and caring experience. #Kerastase #Premiere #ReigniteYourInnerStrength #YouDareWeCare #Toronto #haircare #haircaretips

Our Managing Director Sean Citrigno will be joining the esteemed panel of judges at this year’s #EffieCanada Awards. Round one judging for the top marketing campaigns starts next month and we can’t wait to see Canada’s best! ICA - Institute of Canadian Agencies #EffieCanada2024 #EffieAwards #Effies #MarketingEffectiveness

Are you ready to bring Hubba Bubba PINK into your life? A few weeks ago, Hubba Bubba teamed up with Behr Paint Company to unveil Hubba Bubba® Pink by BEHR®, a collaboration that celebrates nostalgia, playfulness and a love of dopamine decor! Media and influencers joined us for an unforgettable evening, letting their creativity loose in the Splatter Room where they could interact with the paint, marvel at Briony Douglas' Crystal Hubba Bubba sculpture, and indulge in a delightful array of pink-themed drinks and food. It was a celebration of the inner child in all of us! You can get your can of Hubba Bubba® Pink by BEHR® at The Home Depot stores across Canada! #HubbaBubbaPink

Have you heard? We’re heading back as a judge for the LIA - London International Awards! Our managing director at Middle Child, Sean Citrigno, will be joining the Creativity in PR jury for the 2024 awards happening in Las Vegas this fall. Sean has grown Middle Child into an agency that leads with creative strategies and we couldn’t imagine anyone better to sit on this jury. We can’t wait to see all the creative work coming from PR! #LIA #LIAawards #CreatedForCreatives #creativity #LIAjudging #2024LIAjudging #LIALasVegas #awards

Hubba Bubba’s iconic pink isn’t just for chewing anymore! With the rise in popularity of ‘dopamine decor’ (AKA - OUT with beige and HELLO fun and colour), Hubba Bubba, a brand that stands for fun and creativity, knew it was time to spread the love and joy of play beyond just chewing and thus was born the Hubba Bubba Pink paint. Partnering with Behr Paint Company to bring the perfect bubblegum pink to life, this creative hue is available exclusively in The Home Depot Canada stores starting today, so get out your paint brushes and start injecting some fun into your DIY projects this spring + summer! https://lnkd.in/gRtJSP9W

Happy International Women’s Day! When we talk about empowering women, we mean it. As an agency and as human beings, supporting the women and gender-diverse people in our communities means taking real action: shopping at their businesses, mentorship with industry trailblazers, and giving back to initiatives that seek to close the gaps that still exist in gender equity… One small but important part of that for us at Middle Child is our annual #InternationalWomensDay tradition. Today, every MC employee was gifted $50 to support and invest in a woman-owned business or charity leading change. Swipe to see some of the organizations close to our team’s hearts and making an impact. #IWD #iwd2024

We totally saw that on our 2024 bingo card… With Gen Z’s consumer power growing by the day (and Gen Alpha on the way…*gulp*) we’re in an exciting period of cultural shifts and evolution. While there are numerous micro and macro trends expected this year, we love a little friendly competition at Middle Child. So, we’re throwing down the gauntlet and picking our top anticipated trends for 2024. Make sure to check in with us throughout the year and see how we’re scoring! What trends are you most excited to see?