Fashion, sneakers, tattoos: As a society, we openly deal with pretty much everything using unique expression to support our strong opinions. Only when it comes to mortality, fear and uncertainty spread. Death is still a taboo in our society.

Together we want to transform the status quo and promote a new progressive approach to understanding, dealing with and talking about death.

For My Coffin, upcoming artists created unique coffins for famous German influencers. In touching portraits, the protagonists explain why they are choose to break down the stigma surrounding death and invite their Instagram followers to join the discussion about a more open and progressive approach to the topic.

The initiative’s aim is to eliminate the taboo surrounding mortality and to encourage people to face it openly. The coffins act as a catalyst for friction and ultimately discourse, especially in social media.

Turning the coffin from a symbol of fear into a unique piece of art and make it "instagramable".

Target audience: our aim was to reach the general public with a focus on a younger audience (up to 35 years old), who did not get in touch with decease and death yet.

62% of Germans say death is life's biggest catastrophe. But only 32% want to think or talk about it. Key Message: Let us face death and talk openly about it. Aim is to reduce fear and to give hope to those who lost someone.

Target audience: young professionals, urban lifestyle (20-35 years old), Generation Y

Step 1: selection and contact of public figures and artists who have been in touch with death.

Step 2: meeting of artist and public figures to get to know each other and exchange their personal stories.

Step 3: creation of personal coffins by artists. Documentation (content production) of the meetings and design process.

Step 4: sparking a discussion in social media/sharing produced content. The public figures as influencers who share their personal coffin, personal stories around death and discuss these topics with their followers.

Step 5: public auction of the coffins. All earnings will be donated.

The media interest of the My Coffin campaign was immense. From online press to newspapers, from Online TV to radio stations, when My Coffin was launched, it was omnipresent in the German media sphere. My Coffin even made it on the cover of one of Germanys biggest daily newspapers. And on Instagram, My Coffin was a huge success as well.

Total reach of the My Coffin campaign was 93.5 million (equivalent to 2.8 million Euro of earned media value). The campaign achieved 6 million Instagram impressions and 1.5 million Facebook interactions. The number of total impressions was +100 million.