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, 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.