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ANDY Awards

Creative Award
New York, United States
Fondation Mimi - "If Only For A Second 4" by ANDY Awards 2014

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TitleIf Only For A Second 4
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 ad features a portrait of a smiling woman, showcasing bright pink hair styled in a unique, vintage-inspired fashion. She wears large, dangling blue earrings and appears pleasantly surprised and delighted. The image captures the moment of revelation post-makeover, encapsulating the joy and relief of looking different and carefree. The Mimi Foundation's logo in the bottom right corner links the transformation to a larger cause: cancer support. Accompanying text explains the scenario: cancer patients had makeovers they were unable to see until the end, capturing their initial reactions to their transformations. This ad focuses on spreading positivity, hope, and the mission of the Mimi Foundation to uplift spirits, even if only for a moment.
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