Smash reacts to Wetransfer’s bad buzz and defends confidentiality

While Wetransfer is in turmoil After the announcement of new controversial general conditions, Smash Take advantage to send a clear signal to the creative community.

Their idea? Additionally, Similarly, Prove that on Smash, The files remain confidential, secure, and above all, never used to cause artificial intelligence. Therefore, The French service strikes hard with a well -felt campaign. Therefore, between self -mockery, direct reference to the competitor and strong ethical commitment. In addition, A good com “, but above all a real positioning.

A fun campaign for a serious message – Smash reacts wetransfer's bad buzz

With his colorful visuals and mischievous tone, Smash has fun diverting the language from his rival. Meanwhile, We discover in particular the grip smash reacts wetransfer’s bad buzz « we transferred. Consequently, and now we are shamming “or even a complete conjugation of the verb “Smasher” in blink of the French manuals: “I Smashe, you smashes, we are smash …”. In addition, On another visual, an “English” button is replaced by “French”, with a simple passage of “We Transfer” to “We SMASHONS”.

These humor visuals hide a much more serious background. Furthermore, The campaign directly targets the creative community (photographers, videographers, designers, architects) smash reacts wetransfer’s bad buzz who use file transfer platforms daily. For example, An audience for whom the intellectual property is not a detail. In addition, And this is precisely where Smash wants to mark the difference.

Wetransfer in the storm, Smash in clarity – Smash reacts wetransfer's bad buzz

Since the announcement of New Wetransfer CGUwhich will come into force the August 8, 2025the debate swells. Article 6.3 now stipulates that the files transferred to the platform may be used for marketing. service improvement and training of their artificial intelligence. Clearly: the user, by sending a file, grants the company a Global, free, transferable and sub -isy license.

No option to refuse. No dedicated alert. No transparency on real use.

For creators, it’s a hard blow. How to send a confidential project. an original work or a copyright document on a platform smash reacts wetransfer’s bad buzz that reserves the right to exploit it? This change of course raises a wave of concerns. And Smash understood this.

In response, the Lyon brand reaffirms its historical commitments: No exploitation, no analysis, no commercial use of files. Users remain fully owners of their data, which do not serve either to train an AI or to supply algorithms. Smash does not claim any rights on what transits by its platform. And this is not an opportunistic novelty, but a posture that the company has defended since its creation.

Smash, an ethical alternative, responsible … and French

What distinguishes Smash, beyond his well thought out communication is the overall coherence of its smash reacts wetransfer’s bad buzz positioning. Since its inception, the service has claimed a sober and transparent approach to the transfer of files. Simplicity, performance, security, and above all Total user respect.

A commitment that extends even to the environmental impact. Smash poster the carbon footprint of each transfer (in GCO2E), directly on its sending interface. A figure calculated in collaboration with the Utopies firm, a benchmark in terms of impact. This initiative, still rare in the sector, reflects a desire to go further than simple marketing discourse. It is a way of empowering. without feeling guilty, giving users a clear vision of the digital impact of their daily gestures.

In a digital ecosystem where American giants impose their rules without consultation, Smash plays the card of proximity, transparency and digital sovereignty. And it resonates particularly strong in smash reacts wetransfer’s bad buzz the creative community, increasingly sensitive to the challenges of rights, traceability and independence.

Humor, confidence and transparency: a winning combination

What makes this campaign so effective is that it does not fall into dramatization. No alarmist, no moralizing posture. Instead. an accomplice tone, visuals that make you smile, and a simple promise: “Your files belong to you, and they will remain so.”

Mechanics are well thought out: to make yourself talk about yourself with humor, while installing strong and differentiating values. Where Wetransfer worries, Smash reassures. Where some scramble the lines, Smash makes them readable. And in an era when confidence is a luxury, this readability becomes a powerful lever.

This campaign is not a one shot. It is part of a substantive strategy: Make Smash a real alternative to Wetransfernot only on functionality, smash reacts wetransfer’s bad buzz but on philosophy. And the bet seems successful. By choosing a light angle to talk about serious subjects. Smash captures attention, creates the link and recall that we can do digital otherwise.