Challenge the Fake — SHADO’s Project Fighting Counterfeiting | H-FARM
Our media company SHADO created Challenge the Fake for Amazon & INDICAM — and built the whole creative campaign — to shift how Gen Z thinks about counterfeit products.
Challenge the Fake – from H-FARM College to EuropeCreated by our media company, SHADO for Amazon and INDICAM, the project aims to change Gen Z’s perception of buying fakes.It kicked off in 2024 with our College students and in 2026 it scaled into a Europe-wide initiative, involving 300+ students from University College London – School of Management, ESADE, and Bocconi University, working on new awareness campaigns debuting in May. Partners include Asociación para la Defensa de la Marca (ANDÉMA) and The Anti-Counterfeiting Group (ACG).
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