the kraft mayoverse
adweek called this “a mayo-based virtual world that nobody asked for but is unignorable nonetheless,” and that is exactly what this is.
![](https://freight.cargo.site/t/original/i/7f4de348e9b1eedacf3eb9339055f4d092a2fd1329f367c9f92b8ac44018e207/Copy-of-WYMF_1_1_MayoBG.gif)
IN THE BEGINNING
there was r/mmmmmmmmmayo, and on it some wild mayo-based fantasies.
![](https://freight.cargo.site/t/original/i/cd7d5c4c6e034e0265a59aa2bed6d143358d5c244874f87505541d8f3f9265b2/Screenshot-2023-09-26-at-10.53.36-AM.png)
![](https://freight.cargo.site/t/original/i/11f580de32b7be2679a8732aaadf543e3a56c79359019f2253cdb6b6b01231e1/Screenshot-2023-09-26-at-10.53.53-AM.png)
![](https://freight.cargo.site/t/original/i/cd9e7ff03e6485ed601bacc18099d03423d1180f4f53a060fe76d5aec58e302a/Screenshot-2023-09-26-at-10.54.24-AM.png)
AND THEN THERE WAS THE MAYOVERSE
where we took those mayo fantasies and made them them (virtually) real in a fever dream of a VR playground we called the mayoverse.
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where we took those mayo fantasies and made them them (virtually) real in a fever dream of a VR playground we called the mayoverse.
![](https://freight.cargo.site/t/original/i/a66d27273c0ee6f52c4631575a3262e49e4d3a761a270ace3033547867b9ea53/KHCNMAYG0121_Kraft_Mayoverse_KeyVisual_Horizontal_LID_06_RGB.jpg)
THE EXPERIENCE
after entering through the mayo jar portal, users had the option to explore 4 different experiences: the mayo hose, the mayocean, the mayobot, and mayo bash. each room was interactive and explorable – you could hose down a whole room, wade through a mayocean with the midas (mayo) touch, building your dream mayo-based sandwich and just mess around with mayo.
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after entering through the mayo jar portal, users had the option to explore 4 different experiences: the mayo hose, the mayocean, the mayobot, and mayo bash. each room was interactive and explorable – you could hose down a whole room, wade through a mayocean with the midas (mayo) touch, building your dream mayo-based sandwich and just mess around with mayo.
![](https://freight.cargo.site/t/original/i/991345a53ef735226a850318283e260b5d0c13c3a61345eb84432b9e48bfa490/room-1-1.gif)
![](https://freight.cargo.site/t/original/i/f705baa14572692eee6f17c8b0b9d3e1206a2afe4d3e491ead9bf5063f4b995b/room-2-1.gif)
![](https://freight.cargo.site/t/original/i/72574e09c48dbcb0752a97d44f6578373c159b8ec539439b4443b213bd38521a/room-3-1.gif)
![](https://freight.cargo.site/t/original/i/542220a24d7621b2120d146a7ea4023491c17af7b556a9b29a74d4e1b5b2a481/room-4-1.gif)
we put together some trailers to run on social, as well as a couple of ooh boards in new york and chicago (mayo HQ).
![](https://freight.cargo.site/t/original/i/04bb3a71c85208f48811c6de41c1a4ac83440dcbfcf50ff1f73820e7c9457382/SM027193CHI8075MD.jpg)
![](https://freight.cargo.site/t/original/i/2531f84b0a425d68f23690d6c279ca30178340b09f420f5bb0adaf8915f42476/SM027196MNBR546AB.jpg)
and to cap it all off, we made some post cards as parting gifts.
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![](https://freight.cargo.site/t/original/i/d19b4942326c3681a67cff2809446ff86cff1167018feba93617e8a894094cf7/NexusStudios_Immersive_Mayoverse_Clips_18.gif)
made at: wieden+kennedy ny,
with the project’s mvp, art director: kiki dahl,
CD’d by: christine santora & will binder,
and produced by: Christian Colossuono
this project would not have been possible without our production partners,
the indomitable nexus studios
with the project’s mvp, art director: kiki dahl,
CD’d by: christine santora & will binder,
and produced by: Christian Colossuono
this project would not have been possible without our production partners,
the indomitable nexus studios