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.

Budget:

40.000,- EUR production budget

No media budget

For MyCoffin, upcoming artists created unique coffins for famous german influencers. In touching portraits, the protagonists explain why they 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. Young professionals, urban lifestyle (20-35 years old), Generation Y.

Using their very own styles, the artists created individual and very personal coffins. Their canvas: untreated spruce wood coffins from the Black Forest that they turned into gaudy, pop and shrill coffins. Before the design process started, artists and public figures met to exchange their personal story around death. Eike König, conceptual artists, envisions musician Henning Wehland’s resting place. For her friend Ronja von Rönne, Evelyn Weigert designed a coffin with goddesses that symbolize strong women just as her friend. The artists Ju Schnee and Emily Eldridge created coffins for tattoo artist Philipp Eid and presenter Jochen Schropp.

In the end, the coffins all been sold on eBay to collect money for a charity organization called "Der Wünschewagen", which made it their mission to fulfill last wishes.

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.