Fashion, sneakers, tattoos. As a society we use unique expression to support our strong opinions. But when it comes to mortality, we often feel fear and uncertainty. 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 campaign reached over 100 million people in total without spending any media budget.
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