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, 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.