Leo Burnett France, Saint Denis Follow Update

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Fondation Mimi - "If Only For A Second" - Leo Burnett France

  • If Only For A Second
  • Fondation Mimi
  • Mimi Foundation
  • Leo Burnett France
  • France
  • If Only For A Second
Product CategoryDisease Awareness, Support Groups & Associations
LanguageFrench
Date of First Broadcast/Publication2013
Media TypeBranded Content
Length224 Seconds
Awards The One Show, 2014 (Merit) for Social Media & Viral Maketing
The One Show, 2014 (Merit) for Social Media & Viral Maketing
The One Show, 2014 (Merit) for Political – Video /Cinema
The One Show, 2014 (Merit) for Political – Video /Cinema
The New York Festivals International Advertising Awards in All Media, 2014 (Second Prize Award) for Philanthropic Appeals
The New York Festivals International Advertising Awards in All Media, 2014 (Third Prize Award) for Public Service
The New York Festivals International Advertising Awards in All Media, 2014 (Second Prize Award) for Books
The New York Festivals International Advertising Awards in All Media, 2014 (First Prize Award) for Photography
Cannes Lions International Festival of Creativity, 2014 (Silver Lion) for Branded Entertainment Internet Film
Cannes Lions International Festival of Creativity, 2014 (Integrated Silver Lion) for
Cannes Lions International Festival of Creativity, 2014 (Silver Lion) for Use or Integration of Printed Content
Cannes Lions International Festival of Creativity, 2014 (Silver Lion) for Special Build
Cannes Lions International Festival of Creativity, 2014 (Silver Lion) for Social Video
Cannes Lions International Festival of Creativity, 2014 (Gold Lion) for Charities
D&AD Awards / Yellow Pencil, 2014 (Nomination) for Long Form Branded Content - Documentary
Prix Club des Directeurs Artistiques, 2013 (Sélection) for Internet
Prix Club des Directeurs Artistiques, 2013 (Prix) for Film Viral
Production Company Prodigious
Music Prodigious
Executive Creative Director Xavier Beauregard
Art Director Stéphanie Thomasson
Copywriter Stéphane Gaubert
Director Coban Beutelstetter
Producer Pierre Marcus
Agency Producer Elisabeth Boîtte
Agency Producer Antoine Grujard
Account Manager Elise Ziri Bret
Account Manager Cécile Balut
Account Manager Valerio Pasqualini
Post Production Franck-Hervé Marc
Post Production Antoine Daubert
Post Production Sophie Leger
Photographer Vincent Dixon
Art Buyer Claire Sougy
Music Laurent Favard
Advertising Manager Myriam Ullens de Schooten
Advertising Manager Marianne Wagner

Story

June 17th, 2013 , at the initiative of the Mimi Foundation and in collaboration with Leo Burnett France , 20 cancer patients participated in a unique makeover experience .

They were invited to a studio where they got their hair and makeup done without being able to see themselves during the transformation.

A photograph then immortalized the moment they opened their eyes.

This discovery allowed them to forget the disease, if only for a second.

Concept

The project was conducted in two stages.

The first took place in Brussels in June, where the Mimi Foundation and Leo Burnett reunited the photographer Vincent Dixon and the director Coban Beutelstetter.

One of them had the mission to capture the second when the people saw themselves after the transformation, the other to film every moment of their experiences.

The second stage of the project was to organize a photo exhibition for the families of the patients on November 7th, 2013.

The idea was to reveal at the same time all the photographs taken by Vincent Dixon .

Within a second, smiling faces were seen all over the room. 

At that very moment, the cancer did not exist for the family members either.