Which dictionary brand revolutionized reference book marketing with its 1990s 'catch a word' campaign featuring people spontaneously looking up unusual words they encountered?

In the world of language reference materials, dictionaries have evolved from simple word collections to branded cultural icons. Major dictionary publishers have employed innovative marketing strategies to stand out in a competitive landscape. This poll tests your knowledge about a famous advertising campaign that transformed how dictionaries were marketed and perceived by the public. Can you identify the groundbreaking campaign that changed dictionary marketing forever?

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Oxford Dictionary with its 'Words Matter' campaign
Merriam-Webster with its 'Define Your World' campaign
American Heritage Dictionary with its 'Language Lives' series
Collins Dictionary with its 'Collins Word Hunters' campaign