Winners & Shortlists

IF ONLY FOR A SECOND

TitleIF ONLY FOR A SECOND
BrandMIMI FOUNDATION
Product/ServiceCANCER SUPPORT AND WELLBEING CENTER
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
Cecile Balut Leo Burnett France Account Manager
Elisabeth Boitte Prodigious Producer
Elise Ziri Leo Burnett France Account Manager
Antoine Grujard Prodigious Agency Producer
Coban Beutelstetter Prodigious Director
Vincent Dixon Free Lance Photographer

The Campaign

“You know what I miss the most ? being carefree” (Katy.A diagnosed with cancer) Here is the sentence that inspired the «if only for a second» project. 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. The surprise allowed them to forget the disease, if only for a second.

Success of the Campaign

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…) Visitors will discover the collected portraits and will have the possibility to buy the book, which is already in its second printing by popular demand. The book is a success story ! 2000 copies have already been firmly ordered from China, Europe or the United States.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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. This book highlights the importance of smiles and carefree moments that are so essential when it comes to fighting against the disease. Readers were invited to watch the film of this experience and also every reaction of the participants by flashing the QR codes inside the book. Going through this book, readers were surprised to feel on their own face... a smile.