Overview of the Coffin Dance meme NFT case
A meme of dancing African pallbearers Coffin Dance was sold at an NFT auction for a record amount of 1,047,806 dollars (327 ETH). The winning bid for the meme was placed on April 9th. Starting with our submission and after our powerful persuasion to the pallbearers, the coffin Dance team decided to sell its meme to support Ukraine, which is now fighting a russian military invasion and facing all of russian war crimes. It’s important to note that 25% of the proceeds (our common part of a deal as organizers from Ukraine), according to the prescribed conditions of the smart contract, were sent to the “Come back alive” charity fund to help the Ukrainian military.
Project inception and prediction of a possible fail
Project success and an absolute record
On the Internet, many people are familiar with merrily dancing pallbearers. They have become incredibly popular all over the world, they are parodied, challenges are launched with them, memes and video jokes are created. They have been featured in global media such as the Guardian, CNN, BBC, and The New Your Times.
The Coffin Dance meme was even posted on its official page at that time by the current US President Donald Trump. In Ghana, coffin dancing has long been considered a common practice, a tradition.
Locals hire dancers for funerals to cheer the deceased on their last journey. If earlier the video with dancing African undertakers was associated with the spread of COVID-19, now it has acquired a slightly different meaning. Ukrainians believe in victory over the Russian occupiers and help the Ukrainian defenders in every possible way.
More than a year ago, Eugene Lapitsky, known for his extraordinary and creative solutions in the field of PR, contacted Benjamin Aidu, the leader of a group of dancers from Ghana called “Nana Otafrija Pallbearing Services”, in order to help the guys create an image of the Coffin Dance brand and make joint projects and they agreed. Since that time I was involved in all the IT and sometimes PR sides of this collaboration.
Together with me, other Ukrainian specialists, and the Bads agency, Eugene managed to develop successful marketing solutions and lead interesting projects based on the meme. Everything developed very well.
And at the moment when they came to the organization of large-scale Coffin Dance performances in the USA, all plans fell through and money, time, nerves were lost, and the expectations of all parties were destroyed.
During this period, Russia attacked Ukraine. The war has begun. But even in such a situation, in a remote format, in different cities and countries, Ukrainians, together with dancers from Ghana, were able to cooperate, develop a successful plan with the NFT token, its promotion campaign, sell it, and eventually help Ukraine. It strongly rallied all the participants and motivated them to new achievements.