Bonobos: #EvolveTheDefinition by Observatory

Client: Bonobos
Date: Jul 2018
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Men’s clothing and accessories company Bonobos is expanding the antiquated definition of the word ‘masculine’ and it uncovers that many modern men don’t relate to the term.

The spot, called #EvolvetheDefinition was created specifically for ESPN’s awards show, the ESPYs. The campaign features all kinds of people, including trans and men of color, talking about what masculine means to them. The point is to kickstart a timely conversation on how masculine can mean more.

Bonobos chief executive officer Andy Dunn and co-president Micky Onvural worked with collaborative agency Observatory to bring their vision for this campaign to life. The spot was directed by Michael Rohrbaugh, who also directed the documentary Alone in the Game, chronicling the professional and personal struggles and journeys of LGBTQ athletes.


Client: Bonobos

Agency: Observatory

Director: Michael Rohrbaugh

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