Sjo Schütt

Department: Man and Leisure
Website: www.sjoschutt.com

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”