Bonobos:
#EvolveTheDefinition
Role
Managed the entire awards submission process, including producing compelling case studies, compiling credit lists, and overseeing data entry for maximum impact.
Accolades
The campaign received 11 honors across eight prestigious awards programs, including:
CLIOs: Silver in the Fashion & Beauty Category
Brand Film Award: Winner in the Viral Category
USA TODAY’s Audience Award for Top Viral Film
Webby Awards: Webby for Good Winner, 2 Honorees, and 1 Shortlist
One Show: Merit
One Screen Awards: Shortlist
CommerceNexty Awards: Most Impactful Media Campaign
Case Study
Campaign Overview
#EvolveTheDefinition sparked a national conversation about the outdated and restrictive definition of masculinity, encouraging audiences to embrace a broader, more inclusive perspective. Rooted in Bonobos’ founding mission of being “fit for every man,” the campaign centered on a powerful 90-second documentary-style video. Produced in-house by Observatory, the film featured interviews with a diverse spectrum of individuals sharing their personal definitions of masculinity.
As Bonobos’ first-ever national campaign, #EvolveTheDefinition launched on a high-profile stage, making its broadcast debut during the ESPYS—the #1 televised event among the brand's target audience. Digitally, the campaign dominated social conversations through a Twitter-promoted trend and a YouTube homepage takeover, securing 24 hours of visibility to drive awareness and engagement.
The campaign also included an interactive microsite with additional content from all 172 interviewees. This site invited the public to contribute their interpretations of the word "masculine," extending the conversation and engagement beyond traditional media.
Microdocumentary
Campaign Results
Dubbed YouTube Ad of the Year for its innovative approach and ROI, #EvolveTheDefinition became the most successful campaign in Bonobos’ history. The results cemented Bonobos’ commitment to sparking meaningful cultural conversations:
10MM+ YouTube views in the first 24 hours
400,000+ microsite visits
Website sessions exceeded the daily average by 50%
Unpaid “Bonobos” searches hit their highest peak of 2018
Ranked as the #1 most social program on ESPN digital
Achieved 56MM trending Twitter impressions
Boosted brand awareness by 63%
Increased purchase intent by 46%
Lifted consumer consideration of Bonobos by 61%
Generated a 260% spike in physical store visits
Earned organic praise from influential figures like Reese Witherspoon, Mark Cuban, and Michael Ian Black
Ultimately, #EvolveTheDefinition redefined masculinity and reshaped how Bonobos connected with its audience, proving the power of purpose-driven storytelling.
Awards Expertise
With a strong purpose-driven campaign, the award strategy targeted shows that recognized innovation in branded content, social impact, and creative storytelling. By tailoring submissions to highlight the campaign’s cultural relevance, groundbreaking results, and emotional resonance, #EvolveTheDefinition maximized its chances of earning recognition across diverse categories. The strategy also included creating a compelling video case study, concise write-ups, and standout presentation boards to effectively communicate the campaign’s success.