Project 172


Bonobos: project172

Project172 is a portrait of modern masculinity that showcases 172 diverse individuals across a spectrum of body shape, race, age, sexual orientation, and identity. By highlighting this range of diversity, Bonobos aimed to celebrate their mission: fit for every man. Project172 launched as a regional campaign in Austin and Chicago, that consisted of a 30-second commercial showcasing the 172 diverse individuals and OOH marketing throughout the two cities. Capitalizing on this idea, Bonobos rolled Project172 into its national tentpole moment, #EvolveTheDefinition, in which Bonobos aired its first national spot that consisted of a 90-second documentary-style video made up of 172 interviews with real people and how they define masculinity.