News | January 10th 2019

The Drum | C&T's Dan Gardner Weighs in on the Bonobos Campaign

Creative Director's Choice: Code and Theory's Dan Gardner on the 'masculinity' Bonobos Campaign

Consumers want to see their brands stand for something. People engage with brands that drive social good and take part in culture and politics. A recent example that I think does this well is the campaign for Bonobos created by Observatory Agency.

When you search “masculine” in the dictionary, it’s defined as strength and aggressiveness – reinforcing antiquated gender norms. Synonyms like macho, vigorous and rugged come up, pigeonholing men into a category that limits their ability to truly express the complex facets of their identities. The definition is out of touch with a post-modern version of masculinity that Bonobos is bringing to people’s attention.

With the #EvolveTheDefinition campaign, Bonobos progresses the brand from a men’s clothing brand to the brand that fits all men.

Strategically, I like it because the campaign uses a content-rich approach through the entire ecosystem and is not just a ‘campaign video.’ It had a cultural relevance via the launch at the ESPYs, and extended through social and digital in a way that put storytelling at the center. This is all anchored by my favorite part of the campaign – the website. When you get to the landing page, you scroll freely through the 172 interviews, slapping you in the face that the general, outdated definition of “masculine” does not describe the men on the screen. All of the touchpoints with the campaign provide an education into a deeper experience.

The message was polarizing, but it showed the brand stood for something and ultimately, it had an overwhelmingly positive response that paid off with business results. It’s inspiring to see a fashion brand that knows their product isn’t only their clothes, but also their ethos – and marketing that ethos made for an inspiring campaign.

via The Drum

Continue toSays a LotNews

Says a Lot —

Latest

IB Dfeature
News — 

C&T Receives 5 Honorable Mentions | FastCo Innovation by Design

Amycarvajal
News — 

Little Black Book | 5 Minutes With... Amy Carvajal

PGIM
News — 

Campaign US | PGIM to Launch 8 Sites

Comm Arts Thumbnail
News — 

Communication Arts Names C&T Health Webpick of the Week

Black Background

How to Design for the Unknown by Alex Mamorsky

DECODE Square Logo 4 nocode
News — 

Digiday | C&T Launches Thought Leadership Publication, Decode

Mediapoststandard
News — 

MediaPost | C&T and Scout Form Code and Theory Health

Codehealth pressasset
News — 

MM&M | Corporate Siblings C&T and Scout Health Join Forces

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Continue toAbout UsSays a Lot

We Are a Digital-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of The Stagwell Group, a private equity firm that manages investments in new media and digital marketing services. Its portfolio includes dozens of collaborative, digital-first agencies and over 9,000 employees around the world. Led by a group of agency and industry professionals, Stagwell is a group of leading companies that are insights-based, practitioner-led and collaborative by design. Learn more about Stagwell at www.stagwellgroup.com

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions