Students from UCL School of Management showcased creativity, commercial awareness, and industry-ready talent at the Amazon Challenge the Fake Finale, held in Canary Wharf on Friday 24 April. The event marked the culmination of months of collaboration between Amazon, The Anti-Counterfeiting Group (ACG), SHADO, and both academic and careers teams at UCL, bringing together students and industry to tackle the global challenge of counterfeit consumption.
Part of a wider pan-European initiative, Challenge the Fake empowers students to design campaigns that reshape how Gen Z perceives counterfeit goods, moving beyond awareness to real behavioural change. Over several months, 48 students worked in teams to tackle a live industry brief, diving into the social, economic and ethical realities of counterfeit purchasing. What began as ideas quickly evolved into bold, creative campaign concepts.
Their journey culminated in a high-energy final, where five shortlisted teams took to the stage to pitch their ideas to a panel of industry experts. The standard was outstanding - with presentations that combined creativity, insight and real commercial awareness.
As noted by the ACG: “These weren’t surface-level pitches — they were well-researched, thoughtful and considered proposals that any ad agency would be proud of.”
Students themselves reflected on the depth of learning gained through the process. One finalist shared: “What started as a simple question… turned into something much more interesting… The main lesson I learned was that you have to make people feel it and question it themselves instead of just telling people something is wrong.”
Another highlighted the iterative journey behind their success: “We went back to first principles, challenged our assumptions, and rebuilt our approach… a few weeks later, we were selected as finalists.”
The finale was far more than a competition - students not only presented their work but also connected directly with leading organisations including Amazon, Diageo, Adidas, the Intellectual Property Office and The Anti-Counterfeiting Group.
A highlight from the day was the Frontiers of Fake: Real Stories from the Brand Guardians panel, which brought together inspiring women leaders in brand protection to share their experiences, insights and career journeys, offering students a powerful glimpse into the people behind the industry.
Reflecting on the experience, Amazon’s Janani Ganesh described the event as: “A truly inspiring and energising event… a powerful reminder that the next generation is ready to lead the conversation on brand protection.”
A defining feature of the initiative was the strength of collaboration behind the scenes. As highlighted by Tim Ruthven, External Engagement Director: “It was a great opportunity for our students, but what stood out most was the teamwork behind it. Careers worked seamlessly with the Programme Directors/Director of Undergraduate Programmes, and our visitors were genuinely impressed — in fact, they said we were the best university they’ve worked with. No surprise there: the culture and collaboration we work hard to build were front and centre, and the room was buzzing.”
This integrated approach ensured students benefited from both academic insight and careers-focused support, creating a truly holistic learning experience.
Congratulations go to the winning team, Fourier Harbour Division, with their campaign Fake Hits Different, whose immersive pop-up retail concept stood out for its creativity and impact.
Described as an “innovative immersive retail experience,” the concept used storytelling and interaction to highlight the real cost of counterfeit goods - demonstrating the power of experiential campaigns to influence behaviour. The success of the initiative reflects the strength of collaboration between UCL and its industry partners.
The ACG emphasised the long-term value of the programme: “Embedding real-world IP issues into business education creates graduates who understand the stakes — and that matters enormously for the future of brand protection.”
Echoing this, Chloe Long, A-CG Deputy Director General, shared: “We were completely blown away by the talent, professionalism, creativity and energy from the students… it has been a fantastic experience.”
The journey does not end here. As part of the wider European initiative, winning teams from the UK, Spain, and Italy are invited to go on to present their ideas at the European Union Intellectual Property Office headquarters in Alicante, taking their work onto an international stage.
The Amazon Challenge the Fake Initiative demonstrates the power of bringing education and industry together -equipping students not only with knowledge, but with the confidence, skills, and experience to make a real-world impact.
