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ANDY Awards

Creative Award
New York, United States
Fondation Mimi - "If Only For A Second 1" by ANDY Awards 2014

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TitleIf Only For A Second 1
Title (original language)Ne serait-ce qu'une seconde
Agency
Campaign If Only For A Second
Advertiser Mimi Foundation
Brand Fondation Mimi
Date of First Broadcast/Publication 2013
Business Sector Disease Awareness, Support Groups & Associations
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.
Story (original language) Le 17 juin 2013, à l’initiative de la Fondation Mimi et en collaboration avec l’agence Leo Burnett France, 20 personnes atteintes du cancer ont participé à une expérience de relooking inédite. Elles ont été invitées dans un studio où elles ont été coiffées et maquillées sans qu’elles ne puissent se voir.
Un cliché a immortalisé l’instant où elles ont ouvert les yeux.
Cette découverte leur a permis d’oublier la maladie, ne serait-ce qu’une seconde.
Philosophy 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.
Philosophy (original language) La première, en juin dernier à Bruxelles, La Fondation Mimi et l’agence Leo Burnett ont fait travailler conjointement le photographe Vincent Dixon et le réalisateur Coban Beutelstetter. L’un avait pour rôle d’immortaliser la seconde où ces personnes se sont redécouvertes. L’autre avait pour mission de filmer chaque instant de cette expérience.
La deuxième étape du projet consistait à organiser une expo photo le 7 novembre 2013 à destination des familles des patients. L’idée était de leur révéler au même moment les clichés réalisés par Vincent Dixon. En un instant les sourires se sont propagés.
A cette seconde précise, pour les familles aussi, le cancer n’ existait plus.
Media Type Print
Length
AI Description The advertisement from the Mimi Foundation is a striking portrait showcasing an emotional moment of transformation. A cancer patient, part of a unique makeover experience, is photographed immediately after seeing herself in the mirror for the first time post-transformation. Her expression, a mix of joy and surprise, captures the momentary escape from the hardship of disease. The image is centered around the patient's face, emphasizing her wide eyes and open mouth in classic surprise. The colorful and whimsical hairstyle adds a playful touch, highlighting the transformation's impact. The simplistic background keeps the focus entirely on the subject, enhancing the subject's emotional response. The project aimed to give cancer patients a renewed sense of carefreeness, captured poignantly in this portrait.
Advertising Manager
Advertising Manager
Executive Creative Director
Art Director
Copywriter
Account Manager
Account Manager
Account Manager
Art Buyer
Photographer Vincent Dixon
Production Company
Producer
Director
Agency Producer
Agency Producer
Post Production
Post Production
Post Production
Music
Music