The One Show

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2019 One Show - Interactive & Online

#EvolveTheDefinition

Agency Observatory / Los Angeles + Exverus / Los Angeles + Use All Five / Marina Del Rey

Client Bonobos
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Annual ID

OS_IN19029M

About the Work

With 172 fit combinations, Bonobos epitomizes respect for diversity. Every man, of every size, can expect to find clothes that fit well on his body type. However, Bonobos’ mission extends further: it celebrates and serves people of every age, race, sexual orientation, and gender identity. To make that value unambiguously known, we created a platform for 172 real men to express their ideas of what masculinity means to them. We distilled those discussions into a short documentary film #EvolveTheDefinition. To drive increased viewership and click-throughs to a dedicated microsite showcasing the film and all 172 interviews, #EvolveTheDefinition launched with a YouTube takeover the day of its broadcast premiere during the ESPYs. YouTube impressions broke 420M and views took just two weeks to reach 10M, making it the second most popular piece of branded content for July 2018 and winning the #TheYouTubeAd Of the Year That Rewrites the Rules.