Oxford University Press (OUP) has teamed up with creative studio Uncommon to announce its contenders for Oxford Word of the Year 2025.

The creative studio has created candidacy profiles for each of the shortlisted terms -Aura Farming, Biohack and Rage Bait, for the general public to vote on social media. Each profile contains manifesto films, campaign collateral such as brochures and flyers and social media content.

The activation aims to “reimagine” how Word of the Year engages with audiences.

Nils Leonard, co-founder of Uncommon Creative Studio, said: “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.

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“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.”

Voting will close today (27 November) and Oxford University Press will announce the winner on 1 December.

“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.” said Tamira Hamden, head of Brand and digital communications at Oxford University Press.

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.