OneBlade Body Royale

Objective

Philips OneBlade aimed to increase market penetration among Gen Z men (18–30) in Western Europe, where only 11% used the product. The brand partnered with The Gang to create a gaming experience targeting active Fortnite battle royale players (10+ hours weekly) and positioned OneBlade as a central game mechanic at TwitchCon Europe 2025, the campaign's flagship activation.

Solution

Built a custom Fortnite Creative Mode map shaped like a giant human body covered in hair. Players drop into a battle royale where cutting hair restores health, making the OneBlade razor the primary weapon mechanic alongside traditional combat. Hairball enemies populate the terrain. The experience launched March 13, 2025, with staged rollouts across Italy, Nordics, DACH, and France, culminating in competitive tournaments at TwitchCon Rotterdam (June 1). Fortnite Creative Mode (map code 4692-8677-1152) was the platform; new hair-cutting mechanics required extensive balancing and memory optimization.

Results

1.5M+ total views; 233,675 minutes played; 12-minute average session duration. 55,000 hours of gameplay in 2025. TwitchCon Europe generated 32,000 watch hours as the most-watched partner stream. Brand awareness reached 81% (target 74%); consideration increased 11% (target 5%); preference up 5% (target 2%). 72% found the experience original and unique; 70% deemed it authentic. Sales among men 18–30 grew 28% year-over-year.