The Woke Wash Agency 

2019
Graduation Project 
This short film questions the use of social justice as a marketing strategy. Big brands all 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.

This project was part of Dutch Design Week 2019 and Dubai Design Week 2019.

Music Composition Juen Schütt