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ANDY Awards

Creative Award
New York, United States
Fondation Mimi - "If Only For A Second 5" by ANDY Awards 2014

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TitleIf Only For A Second 5
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 This ad from the Mimi Foundation's 'If Only For A Second 5' campaign features a smiling woman with a playful and colorful makeover. Her hair is styled extravagantly with pastel shades of blue and pink, resembling a whimsical, artistic hairstyle. The photograph captures her unrestrained joy upon seeing her transformation. This makeover experience was provided as a part of a project aimed at allowing cancer patients to momentarily forget their illness. The image signifies liberation and the power of positivity, as the woman’s expression conveys an overwhelming sense of happiness and relief. This initiative by the Mimi Foundation, in collaboration with Leo Burnett, seeks to offer emotional support and create uplifting experiences through makeovers and photography.
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