The Mayoverse, for Kraft

Kraft, 2023

The Mayoverse

Fans' mayo fantasies, built as a place you can visit.

Kraft asked fans for their wildest mayo fantasies.

On Reddit and Instagram, fans answered: a mayo hose, an ocean of it, a sensory deprivation tank.

Bus shelters in New York and Chicago asked everyone else.

Point your phone at the floor, and four mayo jars appear.

Pop a lid to open a room.

Four rooms, each one a real fan’s fantasy.

Hose down a room, swim the Mayocean, build a sandwich with the Mayobot, smash a mayo piñata at the Mayo Bash.

Pull this CD in the roomWatch the case film

Enter the Mayoverse.
Enter the Mayoverse.
Four rooms: Mayo Hose, Mayocean, Mayobot, Mayo Bash.
Four rooms: Mayo Hose, Mayocean, Mayobot, Mayo Bash.
Where it started: fans’ mayo fantasies.
Where it started: fans’ mayo fantasies.
A mayonnaise sensory deprivation tank, apparently.
A mayonnaise sensory deprivation tank, apparently.
New York.
New York.
What’s your mayo fantasy?
What’s your mayo fantasy?
The portal jar, from behind.
The portal jar, from behind.
Jar-lid portals to each room.
Jar-lid portals to each room.

Strategy: Joe Bae

Agency: Wieden+Kennedy and Nexus Studios