Philips OneBlade: Body Royale

Client: Philips Personal Health WE

Launched in June 2025, the Philips OneBlade Body Royale campaign engaged Gen Z men through a world-first: a custom, surreal Fortnite map built around a fully playable virtual human body.

Forget skins. In Body Royale, body hair is the game. Developed by Ketchum UK, Fuse DE and OMD, this interactive 'grooming odyssey' turned body grooming into gameplay. It was fun, strategic, and deliberately 'unhinged.' It set a new benchmark for gaming activation far beyond the male grooming category’s comfort zone. The campaign smartly played into the Fortnite fandom, building a brand-verse that gamers love. And it has truly delivered. Driving a step-change in Gen Z consideration and proving that gaming can translate directly into measurable brand growth and strong commercial impact.