| Title | IF ONLY FOR A SECOND |
| Brand | MIMI FOUNDATION |
| Product/Service | CANCER SUPPORT AND WELLBEING CENTER |
| Category |
C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION |
|
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 |
| Elisabeth Boitte |
Prodigious |
Producer |
| Antoine Grujard |
Prodigious |
Agency Producer |
| Cecile Balut |
Leo Burnett France |
Account Manager |
| Elise Ziri |
Leo Burnett France |
Account Manager |
| Claire Sougy |
Leo Burnett France |
Art Buyer |
| Vincent Dixon |
Free Lance |
Photographer |
| Coban Beutelstetter |
Prodigious |
Director |
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.
The brief : how to create awareness for the Mimi Foundation and its mission, without media buy ?
Describe how the promotion developed from concept to implementation
20 cancer patients were invited to a studio.
Their hair and makeup were done but they could not see 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. Journalists, PR and bloggers around the world discovered the laugh and carefreeness expressed in the portraits. Every photo was accompanied by a description: The time the photo was taken. And most importantly the second in which the patient forgot about their illness.
Describe the success of the promotion with both client and consumer including some quantifiable results
Articles appeared in the press and national media by the tens of thousands (Le Monde, Le Figaro, Libération…) and in the international press (time, guardian...)
16 millions views
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.
Explain why the method of promotion was most relevant to the product or service
Without media buy it was the best solution to touch the members of the press and increase the notoriety of the Mimi foundation