Title	IF ONLY FOR A SECOND
Brand	MIMI FOUNDATION
Product/Service	CANCER SUPPORT AND WELLBEING CENTER
Category	B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	LEO BURNETT FRANCE Paris, FRANCE
Advertising Agency	LEO BURNETT FRANCE Paris, FRANCE

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
Elise Ziri	Leo Burnett France	Account Manager
Coban Beutelstetter	Prodigious	Director
Vincent Dixon	Free Lance	Photographer
Claire Sougy	Leo Burnett France	Art Buyer
Elisabeth Boitte	Prodigious	Producer
Antoine Grujard	Prodigious	Agency Producer

The Campaign

The Context 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. The brief How to create awareness for the Mimi Foundation and its mission ? The Campaign IDEA 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. 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.

The Brief

We decided to focus our campaign on the PR, journalist and bloggers around the world that is why we have developed an integrated campaign at their intention.

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…) 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.

Execution

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. 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.

The Situation

Our main problem was to increase the Mimi Foundation notoriety without media buy. a PR campaign was for us the only opportunity to achieve our goal.

The Strategy

step 1 : shooting of "the if only for a second project" + press Kit step 2: the book was offer to members of the press around the world step 3: online video. all the members were invited to watch the video and share it.