Sjo Schütt

Department: Man and Leisure

Woke Wash Agency

What: This short animation movie questions the use of social injustice as a marketing strategy.

Why: Nowadays, big brands all seem to support the LGBT+ community, empower women, save the planet and preach racial diversity. This phenomenon is called ‘woke washing’. Brands are trying to convince us that they share our values and want to create a better world. But do they really, or is it just to win us over?

How: We’re getting an exclusive look behind the scenes of the ‘Woke Wash Agency’, a hybrid between an advertising agency and a laundromat, where corporate brands can woke wash their identity. Strategies like emotional manipulation, intentional controversy and fabricated authenticity are revealed to make consumers more aware.

“Purpose is profit”

Copyright Design Academy Eindhoven

Copyright: Design Academy Eindhoven
Photographs: Photo by Designer