EVOLVE THE DEFINITION

2018 EXECUTIVE PRODUCER | HEAD OF PRODUCTION, OBSERVATORY

Spurred by Bonobos’ founding mission of providing a "fit for every man," this 90-second documentary video, developed and produced in-house by Observatory, incorporates interviews from a diverse spectrum of individuals and how they define masculinity. As Bonobos’ first-ever national campaign, #ETD made its broadcast premiere during the #1 televised live sports and entertainment event among the brand’s target audience: The ESPYS. To ignite this conversation digitally, we partnered with Twitter to make #EvolveTheDefinition a promoted trend. We also partnered with YouTube to take over their homepage allowing Bonobos to own the conversation across a 24-hour period successfully. Working with digital agency Use All Five, we developed a microsite featuring content with all 172 individuals interviewed encouraging the public to help evolve the definition by submitting their interpretation of the word ‘masculine.’ The campaign sparked a cultural conversation with results surpassing expectations. Most recently, #ETD won the YouTube Ad of the Year “That Rewrites the Rules.”