WE + PHILIPS
PHILIPS ONEBLADE |LET'S PLAY BODY ROYALE.
No ads – pure gaming culture.
How Philips OneBlade uses Fortnite as a platform – and turns into a game itself.
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Gen Z ignores traditional shaving ads. So Philips didn’t promote the OneBlade – it turned grooming into a game mechanic. In its Fortnite map ‘Body Royale’, the razor becomes a sword and part of the gameplay.
The result: 104,000 hours of watch time in Germany alone, over 6,000 matches, and a significant increase in awareness, consideration, and preference.
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From Twitch to Gamescom to creator streams: Body Royale showed up wherever the community lives. Streamers played, tested, and shared it. Most importantly, Philips OneBlade was embraced by the fanbase itself as pop culture—and as a supporter of new masculinity.
2026: PHILIPS IS LOOKING FOR THE ONEBLADE SQUAD
Following the success of Body Royale in 2025, Philips is leveling up: finding Europe’s best Fortnite players to create the official OneBlade Squad. From local tryouts and FNCS to Gamescom, the mission is clear. Not just a team, but a movement proving gaming is an attitude—and OneBlade is part of it
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+48%
Maximum gain profit under controlled management
+48%
