Osocio NL

If Only For a Second

Posted by Tatjana Vukic | 15-12-2013 19:28 | Category: Health

“You know what I miss the most ? being carefree.” .. This sentence inspired the french Cancer Foundation “Mimi Foundation” for a project titled “If only for a second”. Together with the advertising agency Leo Burnett, France, they launched an initiative for a photo project: 20 cancer patients were invited into a studio. With makeup and a wig, they should get a whole new appearance and smiling faces instead of sad, serious or melancholy faces..


The project was conducted in two stages.
The first took place in Brussels in June, where the Mimi Foundation and Leo Burnett reunited the photographer Vincent Dixon and the director Coban Beutelstetter.
One had the mission to immediately capture the second when these people saw themselves right after the transformation,
the other to film every moment of their experience.

The second stage of the project was to organize a photo exhibition for the families of the patients on November 7th, 2013.
The idea was to reveal for the first time, all the photographs taken by Vincent Dixon. Within a second, smiling faces were seen all over the room.
At that very moment, cancer did not exist for the family members either.

A photo book entitled «if only for a second» can also be ordered: seconde@mimi-foundation.org
This book contains 20 photographs of the project participants.
Every photo is accompanied by a description: the name of the person and the date and time the photo was taken.
And most importantly; the very second in which everyone forgot about their disease.
Going through this book, the reader is carried away by laughter, giggles and carefree faces.
Readers will even be surprised to have on their own faces ... a smile.
This is the heart of the idea of the project If only for a second, to spread smiles.
source: mimi foundation

















Additional credits:
Advertiser : Mimi Fondation
President and Founder : Myriam Ullens de Schooten
Managing Director : Marianne Wagner
Advertising agency : Leo Burnett France
Executive Creative Director : Xavier Beauregard
President : Jean-Paul Brunier
Art Director : Stéphanie Thomasson
Copywriter : Stéphane Gaubert
Account Manager : Elise Ziri Bret, Cécile Balut, Valerio Pasqualini
Art buyer : Claire Sougy
Photographer : Vincent Dixon
Hair designer : Gregory Kaoua, Christophe Martinez
Make up artist : Philippe Meysmans, Laura Noben , Marie-Claire Vervaene
Stylist : Chantal Bourbigot
Retouches : Kilato
Production : Prodigious, Pierre Marcus
Film Director : Coban Beutelstetter
Tv Producer : Elisabeth Boitte, Antoine Grujard
Post Producer : Franck-Hervé Marc, Antoine Daubert, Sophie Leger
Sound Producer : Prodigious, Laurent Favard
Contact Mimi foundation
Marianne Wagner : seconde@mimi-foundation.org
Contacts Leo Burnett France
Cécile Le Pan de Ligny - Alexandre Debackere: presse@leoburnett.fr
- -

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)