OneBlade to Rule Them All

Fortune favours the brave; Fortnite favours the blade.

With the shaving category fixated on smooth chests and chiselled jawlines, we took a different route to showcase the Philips OneBlade 360 - it could do more than shape beards and trim pubes; it could win wars... Fortnite is an online world and global phenomenon in which players have a choice of weapons to take into battle. We transformed the OneBlade360 into an elite weapon within Fortnite’s lore, using the parallels of the product – precision, versatility, confidence - to mirror it's real-world counterpart. We created a blade so powerful players fought to the pixelated death for it, attracting hundreds of thousands of extra players and a staggering spike in sales.