Body Royale

The Change that Matters

For years, razor ads have all looked the same: mirrors, muscles, and exaggerated masculinity. Gen Z tuned them out entirely. They live in digital worlds shaped by gaming, creators, and community, and OneBlade couldn’t interrupt that world with traditional ads. It had to show up inside it.

The Work

Gen Z skips ads before they even load, so we went to where they choose to spend time: Fortnite. We created Body Royale, a world built entirely from body hair where the only way to move, compete, and win was to trim, turning OneBlade from a product into the mechanic that powers gameplay. Launched at TwitchCon, creators dropped into the map live, then scaled across Twitch as streamers played with their audiences and sparked community challenges. The experience spread across Europe through social, gaming events, and in-stream shopping that turned play into purchase.

The Impact

Body Royale generated 173 million impressions, 34,500 gameplay sessions, and 30x more sessions than regular custom Fortnite maps. The campaign drove 32,000 hours of Twitch watch time, 55,000 hours of LAN gameplay, and 590,000 stream starts in the Nordics, 68% over target. Most importantly, it delivered 50% awareness among men aged 18 to 30 and 28% sales growth.