Crime Stoppers International
Illegal Empire
Category: Integrated Campaign How could Crime Stoppers International show the world that buying fake goods has real consequences?
We had many stats and figures but we wanted to give shape to an amorphous problem. So we created the Illegal Empire: a theoretical nation-state whose GDP (the total spent on fake goods worldwide) ranks 4th globally against other nations.
The Illegal Empire is composed of drug smugglers, sex traffickers, and other very, very bad people around the globe who get stronger and more dangerous every time you buy fake goods.
Don’t want to support the Illegal Empire? It's simple. Don’t buy that fake watch.
Influencers:
To kick-start the campaign we sent Illegal Empire boxes to fashion and lifestyle influencers. The boxes contained the head of a toy rabbit and instructions to scan a QR code to watch the film.
The soft toy was the same as the rabbit the young girl is holding in the film.
