‘Moist’ is the most hated word in the English Language.

Which is a problem for Kraft Real Mayo— an already polarizing condiment— known for making things Moist.

So how do you redeem a word everyone despises?

You set out to make it Merriam-Webster’s Word of the Year.

How?

We found a loophole in the Word of the Year process —the winning word is chosen based on searches— So we invited the internet to help us hack it and #SearchMoist.

Credits

Brand: Kraft Real Mayo

Agency: The Kitchen North America

Executive Creative Director: Simon Au

Creative Director: Daniel Szczepanek

Copywriter: Alicia D’Agostino

Art Director: Yebin Lee

Agency Producer: Jan Parma

PR Agency: Zeno