problem

A rising number of young Danes buy counterfeit goods, not knowing they risk supporting organized crime. (source: europol)

idea

People follow fashion icons to be inspired. So whenever they pose in a new outfit, it’s natural for their followers to check the tags, to see where it’s from. We used that behaviour to reveal the ugly truth behind counterfeit goods with tags leading to profiles with more information.

1 x Gold, Creative Circle Award

3 x Gold & 1 x Bronze, Danish Digital Awards