The YouTube Ad of the Year, "That Rewrites the Rules" with 2x more ROI than any other Bonobos campaign, #evolvethedefinition — challenges the definition of masculinity.

Spurred by Bonobos’ founding mission, "fit for every man," the core creative, a 90-second documentary-style video, incorporates interviews from a diverse spectrum of individuals and how they define masculinity.

As Bonobos’ first-ever national campaign, #ETD premiered its broadcast 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 successfully across 24 hours.

The campaign included 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.’