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Evolving the Masculine...


In an era where everything is being questioned around the #metoo movement, we see Bonobos reveal a new take on an outdated word. And we love it.

  1. Men’s clothing brand Bonobos unveiled #EvolveTheDefinition, a “movement” that questions the definition of masculinity and encourages conversations about what it means to be a man today.

  2. The campaign includes a 90-second “micro-documentary” that has a diverse group of men reading the definition of “masculine,” which includes words like “muscular” and “powerful.” They then give their own takes on what it means to be a man.

  3. The video debuted during ESPN’s ESPY Awards on July 18. #EvolveTheDefinition additionally includes a microsite featuring interviews with the models in the campaign, a YouTube homepage takeover and Twitter and Instagram content.

  4. We like it.

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