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If Only For a Second

If Only For a Second

“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..

Mimi Foundation: If Only For a Second

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

Ariane

Mimi Foundation: If Only For a Second

Brigitte

Mimi Foundation: If Only For a Second

Fabienne

Mimi Foundation: If Only For a Second

Hayat

Mimi Foundation: If Only For a Second

Jeannine

Mimi Foundation: If Only For a Second

Katy

Mimi Foundation: If Only For a Second

Noella

Mimi Foundation: If Only For a Second

Patrick

Mimi Foundation: If Only For a Second

Advertiser:
MIMI FOUNDATION
Agency:
LEO BURNETT, FRANCE
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
contacts
Contact Mimi foundation
Marianne Wagner : seconde@mimi-foundation.org
Contacts Leo Burnett France
Cécile Le Pan de Ligny – Alexandre Debackere: presse@leoburnett.fr

Belonging to the first generation of true Europeans, with roots almost covering the continent, I spread my life between Germany and Serbia. Read more