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Fondation Mimi - "If Only For A Second 1" - Leo Burnett France

  • If Only For A Second 1
  • Fondation Mimi
  • Mimi Foundation
  • Leo Burnett France
  • France
  • If Only For A Second
Product CategoryDisease Awareness, Support Groups & Associations
Date of First Broadcast/Publication2013
Media TypePrint
Length224 Seconds
Awards Kinsale Shark Advertising Festival, 2014 (Silver Campaign) for International Print Craft
Kinsale Shark Advertising Festival, 2014 (Silver Campaign) for International Print
The One Show, 2014 (Merit) for Outdoor - Campaign
The One Show, 2014 (Merit) for Outdoor - Campaign
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


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.


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.