11: BRAND PURPOSE (Brand Purpose)
German Federal Association of Funeral Directors "My Coffin" - My Coffin
|Title of Entry:||German Federal Association of Funeral Directors "My Coffin"|
|Client:||German Federal Association of Funeral Directors|
|Entrant Company:||HEIMAT, Berlin|
|Creative Agency:||HEIMAT, Berlin|
|Chief Creative Officer:||Matthias Storath, Guido Heffels|
|Creative Director:||Matthias Storath, Johan Kramer, Tom Hauser|
|Art Director:||Johanna Schmidt, Ursel Barwinski, Benedikt Wiesbauer|
|Copywriter:||Lisa Reissner, Demiris Samartzidis|
|Sector:||PUBLIC & SOCIAL|
|Account Manager:||Judith Schenk, Fabienne Prochnow, Tobias Friedrich, Kai Flögel|
|Production Company:||HEIMAT, Berlin|
|Date of Release:||2019-04-03|
|Notes:||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. 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".
62% of Germans say death is life's biggest catastrophe. But only 32% want to think or talk about it. Germans do not mourn properly anymore. Death is anonym and not part of the society anymore. Death is a taboo.
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: 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.
|Sound Studio:||TRO GmbH, Markus Steffen, Alexis Papadimitriou|
|Sound Engineer:||Rafael Bratfisch Santiago (Hastings Music)|
|Other Credits:||Art Buying: Franziska Moeck|
|Other Credits:||Social Media Manager: Julius Korn|
|Other Credits:||Photography: Delia Baum (Delia Baum)|
|Other Credits:||Assistance Photgraphy: Kathrin Leisch (Kathrin Leisch)|