Media: TV
Category: Retail services
Client: Bonobos
Agency: Observatory
Country: United States of America
Director: Michael Rohrbaugh
Published: July 2018
Synopsis:
If you search for “masculine,” it is defined by having qualities traditionally associated with men, especially strength and aggressiveness. The synonyms paint a picture of men as macho, powerful, red-blooded, and vigorous. That limited definition doesn't cover every man out there. Instead of asking men to fit into a preconceived notion of “being a man.” Men’s clothing and accessories brand Bonobos wanted to #EvolveTheDefinition of masculine and create a world where every man fits.
However you fit, Bonobos fits you. We interviewed 172 individuals across a spectrum of body shape, race, age, and identity. Our conversations touched on masculinity, role models, and what it means to “fit in” as a man.
#EvolveTheDefinition