Winners & Shortlists

IF ONLY FOR A SECOND

Short List
TitleIF ONLY FOR A SECOND
BrandMIMI FOUNDATION
Product/ServiceCANCER SUPPORT AND WELLBEING CENTER
Category C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company LEO BURNETT FRANCE Paris, FRANCE
Advertising Agency LEO BURNETT FRANCE Paris, FRANCE
Credits
Name Company Position
Xavier Beauregard Leo Burnett France Creative Director
Stephane Gaubert Leo Burnett France Copywriter
Stephanie Thomasson Leo Burnett France Art Director
Vincent Dixon Free Lance Photographer
Cecile Balut Leo Burnett France Account Manager
Elisabeth Boitte Prodigious Producer
Elise Ziri Leo Burnett France Account Manager
Antoine Grujard Prodigious Agency Producer
Claire Sougy Leo Burnett France Art Buyer

The Brief

The Mimi Foundation's mission is to provide support to cancer patients. It has opened wellness centers in hospitals in Belgium, France and Switzerland. Today, in order to develop its action, the Mimi Foundation needs to increase its notoriety. But without media buy we decided to develop a PR campaign

Creative Execution

The Mimi Foundation need to increase its notoriety. For that it need journalists supports. But without media buy, our objective was to touch by a PR campaign members of the press.

Describe the creative solution to the brief/objective.

20 cancer patients were invited to a studio. Their hair and makeup were done but they could not watch the transformation. A photograph immortalized the moment they opened their eyes. This surprise allowed them to forget the disease, if only for a second. The collected photographs were published as a book, that was offered to members of the press. On december 4th, 2013, journalists, PR representatives and influential bloggers around the world discovered the laugh and carefreeness expressed in the portraits. Every photo was accompanied by a description: The date and the time the photo was taken. And most importantly, the second in which Every patient forgot about their illness.

Results

Articles appeared in the press and national media by the tens of thousands (Le Monde, Le Figaro, Elle, Grazia, Libération…) and in the international press (The Guardian, Time, The Huffington Post, NBC, CNN, Het Niewsblad…). More than 15 millions views (Youtube, Dailymotion, Vimeo…). Tweets were sent every 2 minutes. Several exhibitions of « If only for a second » are already programmed around the world (Paris, New York, Brussels…)