This audience does not respond to messages.

They respond to systems.

They choose environments where effort leads to reward, where identity is expressed through play, and where participation earns status.

So instead of telling people about OneBlade, we would make OneBlade part of an experience they wanted to spend time with.

We identified Fortnite as the ideal platform. It is one of the world’s most popular battle royale gaming environments and provides a canvas where brands can create experiences rather than advertisements.

Our strategy was to transform grooming from a product benefit into a game mechanic.

We would build a custom Fortnite experience where trimming was essential to progression. Players would not simply see the brand. They would use its core benefit to move through the world, unlock rewards, and compete.

To scale the experience, we would use Twitch as our distribution engine. Gaming creators would introduce audiences to the experience, play alongside their communities, and generate participation through live content.

Finally, we would connect engagement directly to commerce. By integrating Amazon purchasing opportunities into Twitch streams, audiences could move seamlessly from gameplay and viewing to purchase.

The result was a connected ecosystem where content, media, participation, and commerce worked together to achieve the same objective: turning attention into engagement, engagement into brand growth, and brand growth into sales.

We created Body Royale, a custom Fortnite island where a giant human body became the game world and body hair became the terrain.

The idea was inspired by the core function of Philips OneBlade: trimming.

Instead of demonstrating this feature in advertising, we transformed it into gameplay.

Players entered a world divided into regions inspired by key European markets, including the UK, Germany, France, Italy, and the Nordics. To progress through the map, they had to use OneBlade to trim paths through the terrain, unlocking new areas, rewards, and challenges.

The more they trimmed, the more they could explore.

The more they explored, the more they could unlock.

And the more they unlocked, the longer they stayed.

This fundamentally changed the role of the product within the experience. OneBlade was no longer something people were told about. It became the mechanism that powered gameplay.

The experience was designed around the behaviours that make gaming engaging: progression, achievement, discovery, and competition. Every interaction reinforced the product benefit while giving players a genuine reason to continue playing.

To create additional relevance across Europe, each region of the map incorporated local references and recognisable landmarks. This helped audiences feel ownership of the experience while maintaining a unified European platform.

Body Royale was deliberately created as entertainment first and brand communication second. The game had to succeed on its own merits if it was going to earn attention within the Fortnite community.

By embedding the product directly into the gameplay loop, Philips achieved something traditional advertising could not. Players spent minutes and sometimes hours actively engaging with the brand rather than a few seconds passively viewing it.

The result was a branded experience that felt native to gaming culture, authentic to the audience, and intrinsically linked to the product itself.

The campaign generated exceptional engagement, proving that participation can be more powerful than interruption.

Body Royale launched at TwitchCon Europe and became the event’s most-watched partner activation, generating 32,000 hours of watch time and more than 55,000 hours of LAN gameplay.

Across Europe, the campaign delivered more than 173 million impressions.

In the Nordics alone, the experience generated nearly 590,000 stream starts, exceeding targets by 68%.

Engagement levels far exceeded gaming benchmarks.

The campaign delivered 34,500 gameplay sessions compared with approximately 1,100 for a typical custom Fortnite map, more than 30 times higher than average.

Players generated more than 5,000 hours of gameplay as they explored, competed, and shared the experience.

This engagement translated directly into brand impact.

Half of men aged 18–30 became aware of the partnership. The campaign achieved strong scores for originality (72/100), authenticity (70/100), and shareability (70/100).

In Germany, Brand Desire increased by 5%, alongside a 9% increase in awareness and a 7% increase in consideration.

In France, Brand Desire increased by 2.8%, with awareness increasing by 8% and consideration by 6%.

Most importantly, the campaign drove business growth.

Sales increased by 28% year-on-year, growing from 2.9 million units to 3.7 million units.

The campaign delivered an ROI of 2, outperforming Philips OneBlade’s average return from more traditional digital activity by 22%.

By turning a product feature into gameplay, Philips transformed attention into participation, participation into brand growth, and brand growth into sales.