Hack Your Shave - Philips OneBlade First Shave
Taking teenager's first shave to the next level
For over 80 years, Philips has been an integral part of men's grooming ritual, delivering the neatest shaves for both skin and beards. To launch the OneBlade First Shave and forge a connection with a younger, gaming-savvy generation, we hacked our way into the world of Fortnite. How? By shaving a Fortnite skin for the first time ever and launching a competition where hunting down the most bearded skins could win you prizes. Launched in Poland and France, the activation was paired with a social & content campaign focused on Instagram and Twitch. With teenagers spending around 3 hours a day playing online games, their avatars often become extensions of themselves. That's why we used a 3D avatar as our spokesperson, and treated the new electric shaver as if it were a device straight out of a video game. By tapping into this connection, we effectively bridged the gap between reality and virtuality, making our product resonate with this gaming-centric demographic.
Creative Direction - Ogilvy Amsterdam
The island
We built a custom map inside Fortnite using Fortnite Creative and UEFN (Unreal Editor for Fortnite), making the most of the free tools available to all players. This map is the playground for our activation, featuring a massive building shaped like a OneBlade razor, packed with traps and obstacles to challenge players.
By using Fortnite’s built-in creative tools, we avoided the need for an official (and expensive) partnership with Epic Games. This allowed us to move fast, keep costs low, and launch a unique experience without the long delays that come with formal collaborations. The result? A fun, high-energy activation that’s easy to access and totally in line with Fortnite’s gameplay style.
The Reveal
We partnered with the biggest gaming influencers in France and Poland to create the first elite anti-beard unit in Fortnite: OneBlade squad.
The only condition to be part of this squad was having a beardless avatar, so we live-streamed the shaving of their avatars and used this moment to communicate the event.
The Recruitment Phase
We recruited the most skillful clean-shaven characters via a deadly test taking place in our island with brand quests and product clues.
The Battle
It was time to shave some beards.
We live-streamed in front of thousands of teenagers the most epic of battles and organically turned killing beards into a new Fortnite game mode.
Social Ads
To broaden our campaign's reach across social media platforms we create bespoke short ads showcasing the benefits of the OneBlade First Shave.