If you google the term “masculine,” the definition that comes up feels outdated, limited (and limiting) and toxic. Hence, we decided to challenge people to #EvolveTheDefinition and create a world where every individual fits.
Bonobos is a clothing brand committed to fit for every man. And that belief goes beyond clothing. Given their unprecedented number of pant sizes (precisely 172), we selected 172 real individuals across a spectrum of body shape, race, age, and identity and interviewed each and every one of them about the definition of “masculine“ today.
This 90s mini-documentary piece went live during the ESPYs on July 18, 2018. At the same time, it took over the YouTube homepage and the hashtag trended on Twitter throughout the launch. Thousands of trolls, haters, and negative comments ensued reassuring us that this kind of topic truly needs more conversation around.
This piece is not scripted. People and reactions are 100% authentic.
- Project Roles
- Conceptual, Copywriting, Creative Research, Creative Strategy
- Apparel, Brand Films, Branded Content, Commercials - Video, Short Films
- Project Industries