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.