Fake goods costs the global economy $4.2 trillion.

That’s the same amount as the size of GDP of three-quarters of all the countries in the world.

It has a devastating cost to not only the global economy, but also the human lives wrecked by the organised criminal networks who control it.

We created a global campaign to combat the fake trade. Our solution - create a new (fake) brand, which is all very real in its impact - The Illegal Empire.

The campaign was launched via social media and has been supported by a host of influencers, celebrities, brands and partners, including the Advertising Association and the Anti-Counterfeiting Group. It even spawned a podcast.

FASHION & LIFESTYLE INFLUENCERS

We sent Illegal Empire boxes to influencers to kick start the campaign. The boxes contained the head of a toy rabbit and instructions to scan a QR code to watch a film.
The soft toy is the same rabbit a young girl is holding in the film. 

The box had many Illegal Empire branded elements, including stamps, QR code and packaging made up of shredded articles from the Stop the Illegal Empire hub.

The influencers response is below.