Grand LIA   |   Winners   |   Finalists

Client Promotion

Bronze Winner

Entrant: Leo Burnett France, Saint-Denis

Mimi Foundation
"If Only For A Second"

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Corporate Name of Client: Mimi Foundation
Head of Client Services: Myriam Ullens de Schooten
Client Supervisor: Marianne Wagner
Account Managers: Elise Ziri Bret/Cecile Balut
Agency: Leo Burnett France, Saint-Denis
Executive Creative Director: Xavier Beauregard
Copywriter: Stephane Gaubert
Art Director: Stephanie Thomasson
Photographer: Vincent Dixon

Concept/Cultural Reference:
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 laughter and carefree attitudes 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.