Uncommon Turns Oxford Word of the Year Shortlist Into Absurd Real-Life Candidates

Oxford University Press (OUP) has partnered with Uncommon to amplify one of its biggest moments of the year - announcing the contenders for the Oxford Word of the Year 2025.

In a first for the Word of the Year platform, Uncommon has transformed each shortlisted term - Aura Farming, Biohack, and Rage Bait -into a fully fledged ‘candidate’, campaigning for the public vote on social. The playful, election-inspired activation reimagines how the Word of the Year engages audiences, with each candidate releasing manifesto films, campaign collateral, and social-native content designed to spark commentary and debate.

The work taps into the cultural tensions, behaviours, and internet dynamics that shaped conversation in 2025 - from the performative mystique of aura farming to the self-optimisation boom driving biohacking, and the rising visibility of rage bait in online forums and comment sections.

The 2025 WOTY Shortlist…

Aura farming (n.)

The cultivation of an impressive or charismatic persona by presenting oneself in a way that subtly conveys confidence, coolness, or mystique.

Biohack (v.)

To improve or optimise physical or mental performance, health, or wellbeing through dietary, lifestyle, pharmacological, or technological interventions.

Rage bait (n.)

Online content deliberately designed to provoke anger or outrage to drive traffic or engagement.

​Nils Leonard, co-founder of Uncommon Creative Studio, comments, “Language is one of the purest reflections of culture, and the Oxford Word of the Year is a moment that genuinely captures the world's mood. When OUP approached us, we saw an opportunity to treat these words not as static entries in a dictionary, but as living ideas competing for attention — just as they do in the real world. We were excited to partner with OUP to build something playful, provocative, and unmistakably social.”

Tamira Hamden, head of brand and digital communications at Oxford University Press, adds, "Every year, Oxford Word of the Year gives us the unique opportunity to connect our world-leading lexicographical data to the forces shaping our collective experience and culture. In 2025, we wanted to find the right partner to help us deepen the conversation around our shortlist - and we needed energy, enthusiasm, challenge, and creativity. We knew a studio that had done as much exciting work in the zeitgeist as Uncommon would be the perfect choice, and we've loved seeing our whole team's vision realised through this brilliantly quirky campaign."

Voting is open until 27th November, with the winning word announced by OUP on 1st December.

Members of the public can cast their vote here.