Making the most of the middle.

Middle kids have many superpowers — being invisible happens to be one of them.

Which is exactly why Air New Zealand wanted to show some love to the often-overlooked middle child. 

So, for Middle Child Day (August 12th—mark your calendars), we put middle kids in the middle seat—literally—and gave them the attention they were denied growing up.

We created a confessional platform where real Kiwis shared their honest middle-child stories, celebrating all the unique superpowers that come with being in the middle.

To make them feel truly seen, every middle seat headrest on domestic flights got a cheeky Middle Child Day message—and the hosties gave a special shout-out too.

The content hit the spot on social media, finally giving middle kids the spotlight they deserved.

Not bad for a made-up day.