KIND, the snack bar brand, has enlisted the brand experience agency Sense to produce a summer of “Powered by KIND” experiences.

The activations will feature a kinetic floor that harnesses energy generated either by dancing during DJ sets, or exercising at Food and Lycra classes. This energy is then used to power services that will benefit others.

The first Powered by Kind experience took place at Virgin Hackney Festival of Fitness May 17-19, and the campaign also visits London 10k (July 21) and Oxford Half (October 12-13), as well as Camp Bestival (July 24-28) and Big Feastival (August 23-25).

Diana Petre-Mag, account director at Sense, commented: “The experience highlights how the simplest of selfless acts can actually be used to help others. The energy will be used to power charge points that everyone can use, and provide motivational messages on screen, for runners at the Virgin events.”

In a separate initiative to “make the world a more positive place one act and snack at a time”, KIND is partnering with the Food and Lycra fitness platform, with Sense activating the showcase tour across London from May 29-June 23. Sense and KIND sampling teams also recently visited a selection of London offices during Coffee Week and will also be visiting major retail sites across the coming months.