Body Royale
View the case- Brand
- Philips
- Year
- 2025
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- In-Game
- Agency
- The Gang
Objective
Philips OneBlade had just 11% penetration among men 18–30 in Western Europe — a group that's hard to reach through ads but spends 10+ hours a week inside battle royale games. Rather than buy a spot next to that playtime, Philips built the razor into the game itself, and used the launch as its headline sponsorship at TwitchCon Europe 2025 in Rotterdam, rolling out across six markets. Internal targets were set at 74% awareness, +5% consideration and +2% preference.
Solution
Players drop onto Body Royale, a Fortnite Creative island shaped like a giant, hair-covered human body, and pick up a blade modeled on the OneBlade razor as their main tool. Instead of the usual resource farming, they shave: cutting the hair restores health, uncovers shields and power-ups, and clears sightlines, while thick patches of hair double as cover and odd zones like the nostrils hand out bonuses. Roaming clumps of loose hair act as enemies as the match narrows toward a standard battle-royale last-player-standing finish. An early version played without building; a 2026 "reloaded" map added a build mode, and the campaign's site now also recruits players into the brand's own Philips OneBlade Squad esports team.
Results
The map logged 55,000 hours of play and 34,500 gameplay sessions — 30x the average for a custom Fortnite map — across 173 million impressions, 1.5M+ views, 233,675 minutes played and a 12-minute average session. Brand tracking beat every target: awareness reached 81% (vs. a 74% goal), consideration rose 11% (vs. +5%), and preference climbed 5% (vs. +2%), while sales among men 18–30 grew 28% year-over-year. The TwitchCon Rotterdam tournament became the event's most-watched partner stream at nearly 32,000 hours; the Nordics alone drove 590,000 stream starts (68% over target); and Germany logged 104,000 hours of watch time and 6,000+ matches played.
- 1
The player enters Fortnite Discover and searches the island code 4692-8677-1152 (or the creator page for thegang) to load Body Royale, landing on an arena shaped like a giant, hair-covered human body — hills, thickets, and skin standing in for the usual terrain and buildings.
- 2
Play follows standard battle royale rules: the objective is to be the last player standing on the island.
- 3
The player's main tool is a blade shaped like the Philips OneBlade razor, which serves as both weapon and the primary means of gathering resources.
- 4
Instead of chopping trees, the player shaves the body's hairy terrain to restore health and uncover shields and power-ups; dense hair patches double as cover, so clearing them trades concealment for visibility, and certain zones — like a shaved nostril — hide specific bonuses that reward careful, targeted shaving.
- 5
Roaming hairballs — animated clumps of hair — act as AI enemies that the player fights off with the same blade alongside other players.
- 6
The player can choose between the standard map and a Zero Build version (published under thegangsweden) with no construction; a later 'reloaded' update adds new items and reintroduces building on top of the shaving mechanic.
- 7
Beyond the map itself, the game feeds into a live competitive track, exemplified by the TwitchCon Rotterdam 2025 qualifiers and Grand Finals played on stage and streamed on Twitch.
- 8
In 2026, players from six European regions can apply at playbodyroyale.com to compete for a spot on the Philips OneBlade Squad, advancing through a Play-In round, skillset streams with regional pros, and a bootcamp/challenge series.
