| Title | IF ONLY FOR A SECOND |
| Brand | MIMI FOUNDATION |
| Product/Service | CANCER 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
| 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…)