Philips OneBlade Body Royale
A Fortnite Battle Royale played on a giant human body…need we say more?
Philips OneBlade needed to reach young male Europeans. We built them a Fortnite experience where players battle across a giant hairy human body, cut hair for health, and fight with a sword that's actually a razor inspired by the Philips OneBlade. Built for TwitchCon 2025 and a continent-wide campaign.
The Challenge
Fortnite is not easy to activate on.
The audience is young, they've seen every brand try it, and they have a finely tuned radar for anything that feels forced. You can't just slap a logo on a map and call it a campaign. You have to earn your place.
Philips OneBlade came to us with a real brief: reach young male Europeans (16-30), build something that could anchor an IRL gaming competition, and make it the centrepiece of TwitchCon Rotterdam 2025 where Philips was the headline sponsor.
The ambition was Europe-wide. Every regional branch; UK, BENELUX, DACH, Nordics, Italy, France - had its own events calendar and its own expectations for the map. Coordinating all of that while building a technically ambitious Fortnite experience from scratch made this one of our most complex briefs to date.
The Idea
Battle Royale; but on a body. Players drop onto a giant human map where the terrain is covered in hair. Cutting it restores health. The weapon of choice? A blade directly inspired by the Philips OneBlade. Welcome to Philips OneBlade Body Royale.
The insight was simple: Fortnite's player demographic maps almost perfectly onto Philips OneBlade's target audience. Rather than dragging them somewhere new, we went where they already were and gave them something worth playing.
The brand integration wasn't a layer on top of the game. It was baked into the mechanics:
- The terrain is hairy. Cutting hair gives you health.
- The sword you fight with is modelled on the Philips OneBlade razor.
- Hairball enemies roam the map.
The product was the game. Not an ad in the game. The game. And crucially, nobody called it "Body Royale" without smiling a little.
Play Body Royale in Fortnite →The build
Development ran from 13 March 2025 through a rolling release schedule across Europe, with the first full launch at TwitchCon Rotterdam on 1 June. New country zones - Italy and Nordics, then DACH, then France, were added in subsequent updates, each timed to regional IRL events and streaming competitions.
The biggest technical challenge was memory. Running a multi-map world in Fortnite pushed up against platform limits. The solution: bringing maps closer together in the world to reduce overhead and streamline the build pipeline. Hair mechanics were an entirely new addition to Fortnite and required significant balancing and iteration.
Launch & distribution
The game launched live at TwitchCon Rotterdam with a two-day IRL gaming competition streamed on Twitch. From there, every regional update was paired with its own local competition featuring country-specific influencers, Twitch and YouTube streams, press releases, and social campaigns.
Each country branch owned its own moment, keeping the campaign feeling local even as the map grew to cover the whole continent.
Results
The game ran live at TwitchCon Rotterdam to packed audiences, generated extensive streaming content across Twitch and YouTube, and earned press coverage including a dedicated feature on wersm.com. Plans are underway to expand the experience further for IRL and streaming events in 2026.
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Annemieke van Leeuwen, Senior Client Director — The Gang
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“Philips OneBlade Body Royale is one of the most exciting projects we've worked on. It strikes a rare balance in staying true to Fortnite's Battle Royale DNA while seamlessly integrating Philips OneBlade in a way that doesn't feel brand-heavy. The result is a target-group-native experience where players instantly feel at home.”
Why It Worked
Fortnite players can smell a bad brand activation from across the map. The ones that land are the ones that actually respect the platform, understand the humour, and give players something worth doing.
- It was native. Battle Royale is what Fortnite is. We didn't invent a new mode and ask players to care about it. We played in their house, by their rules.
- It was funny. The body map. The hairy terrain. The sword that's a razor. "Body Royale" instead of "Battle Royale." None of this is accidental. The concept was designed to make people grin before they'd even loaded in.
- The brand fit without shouting. The razor wasn't a billboard. It was a weapon. The product became part of the world in a way that felt earned. Philips trusted the platform, trusted the audience, and didn't try to plaster their logo over everything.
- It was built for competition. From day one this had to work as a tournament game, not just a casual explore. That focus gave the whole experience more spine.
The map is evergreen. The events continue into 2026. And somewhere in Rotterdam, someone is still walking around with a stolen foam razor sword.
