Design Academy Eindhoven

WEBSITE

designacademy.nl

The Woke Wash Agency

This short film questions the use of social justice as a marketing strategy. Big brands all suddenly seem to support the LGBTQ+ community, empower women, save the planet and preach racial diversity.

This phenomenon is called ‘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 laudromat where corporate brands can woke wash their brand’s identity. Strategies like emotional manipulation, intentional controversy and fabricated authenticity are revealed, allowing consumer to recognise these strategies and be less receptive to manipulation.

Design Academy Eindhoven

WEBSITE

designacademy.nl

The Woke Wash Agency

This short film questions the use of social justice as a marketing strategy. Big brands all suddenly seem to support the LGBTQ+ community, empower women, save the planet and preach racial diversity.

This phenomenon is called ‘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 laudromat where corporate brands can woke wash their brand’s identity. Strategies like emotional manipulation, intentional controversy and fabricated authenticity are revealed, allowing consumer to recognise these strategies and be less receptive to manipulation.

About the
Designers

About the Designer