Woke Wash Agency


A behind the scenes of the latest advertising tricks

This short film questions the use of social justice as a marketing strategy. Big brands all suddenly seem to support the LGBTQ+ community, the empowerment of women, saving the planet and preaching racial diversity. This phenomenon is known as ‘woke washing’, in which brands play into our sense of injustice in order to strengthen brand loyalty. The Woke Washing Agency is a hybrid between a fictional advertising agency and a laundromat where corporations can come and wash their brand’s identity. Cycles like ‘emotional manipulation’, ‘intentional controversy’ and ‘fabricated authenticity’ are revealed, allowing consumer to recognise these strategies and be less receptive to manipulation in the future.

Sjo Josefina Schütt

  • Sjo Josefina Schütt
    Design Academy Eindhoven

    I'm a designer who enjoys doing art direction, lively conversations with strangers and storytelling. My projects usually come from a place of wonder or frustration and turn into an accessible and genuine translation. I like to do research and work with humor and playful colors.more

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