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.

IN THE BEGINNING

there was r/mmmmmmmmmayo, and on it some wild mayo-based fantasies.

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.

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.

we put together some trailers to run on social, as well as a couple of ooh boards in new york and chicago (mayo HQ).

and to cap it all off, we made some post cards as parting gifts.